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Wednesday, 25 September, 2002, 10:14 GMT 11:14 UK
Cram launches athlete identity tags
Steve Cram on the microphone
Steve came up with idea after his brother's death
Olympic medallist Steve Cram is encouraging athletes to wear a new ID tag - spurred on by an accident which claimed the life of his younger brother.

Kevin Cram, 39, died in May 2001 after falling and fracturing his skull while out running in a Cardiff park.

He was found lying in a gutter by a passing motorist, but it took police 48 hours to notify his family because Kevin was not carrying a wallet or anything containing his name or address.

Kevin Cram - brother of athlete Steve Cram
Kevin Cram died after a running accident
Steve, 41, told BBC News Online: "It was a terrible thing to happen, but made even more harrowing because we did not know for such a long time what had happened to Kevin.

"His girlfriend, who lived in Swindon, eventually raised the alarm when she couldn't get any answer from his flat."

Kevin's death prompted Steve to come up with the idea of Cram tags - small plastic identification tags which can be threaded onto the lace of athletes' trainers or attached to items of clothing.

Medical details

They are waterproof, lightweight and the idea is to fill in your name and address and contact phone number details on the front and use the back to put any medical details.

Steve said: "It's a simple idea and hopefully 99.9% of people will never be involved in an accident.

Cram tag
The Cram tags can be tied onto trainers
"But they do happen and if someone does get injured then at least they have the security of knowing someone will be able to contact their family straight away.

"When you are running or exercising on your own you don't want to carry a bulky wallet.

"We are already giving out the tags to schools in Northumberland and hopefully other parts of the country will take up the idea."

Money for orphans

Steve has teamed up with sports manufacturer Reebok who are making the tags. All proceeds from their sale is going to a children's charity Steve helped to set up called Coco.

Coco is currently raising money to build a home for Aids orphans in Romania.

Steve Cram in his sporting days
Cram was an Olympic hero
Steve said: "I hope Kevin would approve. He was the kind of guy who did a lot for charity over the years.

"I remember when he was a student and my mother sent him out to buy something new to wear for Christmas.

"He came back with nothing, because he met a homeless man and gave the cash away."

Steve Cram was the world's leading 1500m runner in the mid-1980s during a glittering athletics career.

The BBC sports commentator comes from Gateshead, north east England, and won Commonwealth, European and World titles as well as a silver medal behind Sebastian Coe at the 1984 Olympic Games.

In 1985 he broke three world records in 19 days at 1500m, the mile and 2000m.

Details of how to get hold of Cram tags can be found at

The BBC's Nicola Dann
"Steve Cram is giving meaning to his brother's death"
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