ICE (In Case of Emergency) was an idea originally conceived by Bob Brotchie, a Paramedic in Britain in May 2005.His idea was to have everyone add a contact in their cell phone named ICE. This contact would be the name and telephone number of the person they would like contacted in the event of an emergency.This idea has gained momentum on both sides of the Atlantic. Many people today have an ICE contact in their cell phone.The ICE tag is designed to be used along with ICE in your phone. The ICE mission is to notify, identify and establish medical history. All of this is achieved in direct communication with the ICE contact. By having ICE in your phone as well as an ICE Tag, you are doubling up on the probability of responders seeing it and your loved ones being notified promptly.