"Due to the recent bombing in London and floods in Mumbai, there has been a tremendous push to launch the International "In Case of Emergency" (ICE) campaign.
As you know, many people were injured in these incidents. Many of those injured were found with their cell phones. First responders used the injured person's cell phone to try and locate a family member that they could notify on the injured persons behalf. However the rescuers found it difficult to locate the appropriate person.
Wireless subscribers are now being asked by Public Safety Officials all over the world to store the word "ICE" in their wireless phone address book and put their next of kin's phone number next to it.
In the event of an emergency, this person would be contacted quickly by ambulance and hospital staff. It's just that easy! (Source: BBC News)
Please take a moment to program someone that you would like to be contacted in case of an emergency into your cell phone with the word "ICE".
Public Safety officials around the world will know what this means.
Forward it to as many persons you can, this is a good idea.
Do not forget to do it on your mobile first"