What Does ICE mean?   In Case Of Emergency.

ICE is a campaign encouraging people to enter an emergency contact number in their mobile phone's memory under the heading ICE (In Case of Emergency).

The idea is the brainchild of East Anglian Ambulance Service paramedic Bob Brotchie and was launched in May this year. Bob, 41, who has been a paramedic for 13 years, said: "I was reflecting on some of the calls I've attended at the roadside where I had to look through the mobile phone contacts struggling for information on a shocked or injured person."

ICE allows paramedics or police to be able to contact a designated relative / next-of-kin in an emergency situation.

Almost everyone carries a mobile phone now, and with ICE we'd know immediately who to contact and what number to ring. The person may even know of their medical history.

By adopting the ICE advice, your mobile will help the rescue services quickly contact a friend or relative - which could be vital in a life or death situation. It only takes a few seconds to do, and it could easily help save your life.