An ambulance service has launched a campaign to ensure next of kin are alerted quickly in cases of emergency.
Next of kin is named alongside the ICE contact
East Anglian 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."
Falklands hero Simon Weston is helping the ambulance service to publicise the idea across the UK.
He said: "It's so simple that everyone should do it as soon as they hear our message."