The East Angliang Ambulance Service has launched a new campaign (via MeFi) that aims to have people store a contact number under ICE followed by the person’s name in their mobile phones. This would give ambulance and rescue services a number to contact in case of an emergency.
Naturally several different people can be added in this way, at least I’d need several options to cover all bases. This is a good effort, and even if you don’t live in the UK, I’d suggest storing at least one contact under ICE. Maybe this campaign will catch on in other parts of the world as well.