Bob Brotchie, a clinical team leader for the East Anglian Ambulance NHS Trust, along with Vodafone, has launched national campaign in the UK that encourages people to store emergency contact details in their mobile phones.
First off, let me say that I think that is a wonderful idea and so simple that everyone that carries a cell phone should implement it. Many people say that one of the major reasons that they carry a cell phone is for in case of an emergency. ICE would actually allow your phone to be used to contact a loved one in case of an emergency.
Bob Brotchie came up with the idea after working with trauma victims that were in shock or unconscious that had no contact info on them but had a cell phone at their side. Using the ICE acronym, In Case of Emergency, as the address book entry with contact info for the person that you would like contacted, would give emergency workers all the information they need to contact your loved ones in case you are injured and not able to.