Due to the recent bombing in London, there has been a tremendous push to launch the national "In Case of Emergency" (ICE) campaign. As you know, many people were injured in this bombing. Many of those injured were found with their cell phones. First responders used the injured person's cell phone to try and locate a family member that they could notify on the injured persons behalf. However the rescuers found it difficult to locate the appropriate person. Wireless subscribers are now being asked by Public Safety Officials all over the world to store the word "ICE" in their wireless phone address book and put their next of kin's phone number next to it. In the event of an emergency, this person would be contacted quickly by ambulance and hospital staff. It's just that easy! (Source: BBC News)
Please take a moment to program someone that you would like to be contacted in case of an emergency into your cell phone with the word "ICE". Public Safety officials around the world will know what this means.

in any case, it makes the policework easier

"program someone" - yes, another verbification of a noun, but it has been around for a long time in the computer world

Not everybody carries a cell phone.
Almost all cell phone users lock their phone with a PIN, preventing access.
My cell stops working if I look at it wrong. The odds of it surviving an "incident" that would put me unconscious is next to nil.

Like I said, great idea, but misdirected in execution to be more complicated than it needs to be.