A Cambridge-based paramedic has launched a national campaign with Vodafone, a cell phone company in the UK, to encourage people to store emergency contact details in their mobile phones.
Bob Brotchie, a clinical team leader for the East Anglian Ambulance NHS Trust, hatched the plan a few years ago, after struggling to get contact details from shocked or injured patients.
By entering the acronym ICE for In Case of Emergency - into the mobile's phone book, users can log the name and number of someone who should be contacted in an emergency.
The idea follows research carried out by Vodafone that shows more than 75 per cent of people carry no details of who they would like telephoned following a serious accident. Someone might have "mom" in their phone book but that doesn't mean they'd want her contacted in an emergency, they may have chosen their wife instead.
Almost everyone carries a mobile phone now, and with ICE emergency workers would know immediately who to contact and what number to ring. The person on the other end may even know of their medical history."
By adopting the ICE advice, your mobile will now also help the rescue services quickly contact a friend or relative - which could be vital in a life or death situation.
The campaign is also asking people to think carefully about who will be their ICE partner - with helpful advice on who to choose - particularly if that person has to give consent for emergency medical treatment.
As many people say, they carry mobile phones in case of an emergency, it seems natural this information should be kept in the phone, available for fast retrieval.