Emergency contact campaign starts

[Via BBC]
UK’ s East Anglian Ambulance Service has launched a campaign to ensure next of kin are alerted quickly in cases of emergency. The ambulance service has started the national "In case of Emergency (ICE)" campaign.

All people have to do is store the word "ICE" in their mobile phone address books and put the next of kin's number against it,

said a spokesman.

This is the person to be contacted quickly 'In Case of Emergency' by ambulance and hospital staff.