ICE or In Case of Emergency

Cambridge-based paramedic has launched a national campaign with Vodafone to encourage people to store emergency contact details in their mobile phones. Though a year old idea it has been officailly launched this year in conjunction with Vodafone's annual Life Savers Awards, Bob Brotchie (idea creator), and Simon Weston.By entering the acronym ICE, or In Case of Emergency, into the mobile phone book, users can log the name and number of someone who should be contacted in an emergency. More information @:
BBC
eastanglianambulance.com
Times Online