Abstract: An emergency-identifying apparatus for motor vehicles for displaying highly visible messages to approaching motorists. The apparatus includes a housing having an opening positioned in at least one side thereof, a rotatable member supported within the housing and having a plurlaity of message plates thereon, each of the message plates bearing a different message indicia thereon, means coupled to the rotatable member and positioned externally of the housing to position a selected message plate in alignment with the opening, a light source for illuminating the selected message plate from behind to render the desired message indicia thereon readily visible, and means for supporting the housing at a desired location to permit the message indicia on the selected message plate to be readily visible to oncoming motorists or the like. The apparatus can be easily and quickly set-up and operated by one person and can readily be stored in a vehicle trunk or other convenient location when not in use.