West Midlands MEP Anthea McIntyre is calling for greater awareness of the Europe-wide emergency number 112.
People in distress can call 112 around the clock to reach the fire brigade, medical assistance and the police. The European emergency number is free and can be reached by landline phones as well as mobiles.
It works in all 28 EU member states and several other countries too. But awareness of the number is alarmingly low.
February 11 has been declared European 112 Day in order to promote the number.
Miss McIntyre, the Conservative MEP for the West Midlands, said: "More and more people are travelling abroad on holidays on business, but most of them remain unaware of the number that could save their lives.
"Only 27 per cent of people in the EU know the number - and in the UK only 13 per cent are aware.
"Each country may have its own emergency number such as our 999 - but 112 works wherever you go in Europe.
"I am asking people in the West Midlands to do two things this European 112 Day - First learn the number themselves, then spread the word by social media or telling a friend.
"It's a little number that saves a lot of lives."