ICE was originally established as a nationwide campaign in the United Kingdom. ICE allows emergency services personnel to to contact a designated person(s) in an emergency situation.

The idea is the brainchild of East Anglian Ambulance Service paramedic, Bob Brotchie, and was launched in May, 2005. 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. 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 ICE, your cell phone will help the rescue services quickly to contact a friend or relative. This could be vital in a life or death situation.

A few minutes programming a cell phone could easily help save your life. Why not put ICE in your phone right now? Simply select the person(s) to contact in case of an emergency, enter them under the acronym "ICE" along with the telephone number of the person you wish to be contacted. For more than one contact name, you can use ICE1, ICE2 and/or ICE3.