In Case of Emergency (ICE) Campaign

Following the bombing disaster in London, East Anglian Ambulance Service have launched a national In case of Emergency (ICE) campaign. The idea is that you store the word "ICE" in your mobile phone address book, and against it enter the number of the person you would want to be contacted in case of emergency.

In an emergency situation ambulance and hospital staff will then be able to quickly find out who your next of kin are and be able to contact them. It's so simple that everyone can do it and could really could save your life, or put a loved one's mind at rest.

For more than one contact name ICE1, ICE2, ICE3 etc.

Ignore the hoax messages. The ICE campaign is genuine but inevitably some plonkers have jumped on the opportunity to issue a warning that the ICE entry in the address book will leave mobile phones vunerable to virus attack.