The present invention defines a method and system for identifying and locating a lost person or lost personal property. The invention makes use of a subscription service wherein individuals desiring the locating service may pre-register the individual or property. At registration, the subscribing individual provides personal information relevant to the individual or property to be tracked which is stored in a database. The subscribing individual is provided a photo identification card, unique to the individual, which includes a toll-free telephone number and unique Personal Identification Number (PIN) imprinted thereon. If the individual or property to be tracked becomes lost or misplaced, the lost individual or members of his family, or the subscribing individual who has lost his property, may call the toll-free number to report the individual or property as lost or misplaced. Through the PIN, an operator receiving the toll-free call may retrieve the individual's personal information or the information concerning the property. The personal information is used to assist law enforcement and emergency personnel in identifying, locating, tracking the individual or property.