We all carry our mobile phones with names & numbers stored in its memory. But nobody, other than ourselves, knows which of these numbers belong to our closest family or friends.
If we were to be involved in an accident or were taken ill, the people attending on us would have our mobile phone but wouldn't know who to call. Yes, there are hundreds of numbers stored ; but which one is the contact person in case of an emergency? Hence this "ICE" (In Case of Emergency) Campaign.
The concept of "ICE" is catching on quickly. It is a method of contact during emergency situations. As cell phones are carried by the majority of the population, all you need to do is store the number of a contact person or persons who should be contacted during emergency under the name "ICE" ( In Case Of Emergency).