East Anglian Ambulance is promoting the idea that people should make sure they have emergency contact information in their mobile phone address book in a way that's easy for emergency workers to identify. They're calling this ICE, for In Case of Emergency, and suggest you put the number in an entry named "ICE". I've added this to my phone, although I actually called it "aa ICE Emergency Contact" so it shows up as the first number. As a side benefit, when my phone decides to dial someone from my pocket it will now be my wife rather than a business contact I'd rather not have to explain myself to.