The U.K. East Anglian Ambulance Service are promoting the idea of storing the word "ICE" in your mobile phone address book, and against it enter the number of the person you would want to be contacted "In Case of Emergency".
In an emergency, ambulance or hospital staff can contact your next of kin quickly simply by looking for the ICE entry.
F-Secure reports that a hoax advising against this idea has already emerged. The hoax wrongly suggests that a virus could misuse the ICE entry. Viruses that misuse every entry in the phone book already exist, an ICE entry does not make this any worse.