Toronto Unveils ‘Make the Right Call’ Campaign to Help Residents Access Emergency and Non-Emergency Services Efficiently

TORONTO – The City of Toronto, in collaboration with Toronto Police Service, Fire Services, Paramedic Services, and Findhelp | 211, has launched a new public education campaign to guide residents on accessing the right services during emergencies and non-emergencies.

With the recent surge in 911 calls — up by nearly 3,000 last month compared to the monthly average — officials stress that informing residents on when to call 911, 311, 211, or the police non-emergency line can significantly improve emergency response times. This initiative aims to minimize delays and ensure emergency services are dispatched effectively to those in urgent need.

City of Toronto and the Toronto Police Service launch campaign to help residents make the right call to get the right help.

News Release: https://t.co/ES9D6K40IV pic.twitter.com/Y3DlYR6NHC

— City of Toronto (@cityoftoronto) October 28, 2024

In a press event to unveil the campaign, Mayor Olivia Chow, along with Police Board member Councillor Lily Cheng and Councillor Chris Moise, underscored the importance of calling the right service to reduce non-essential demands on 911 operators. Joining them were Deputy Police Chief Lauren Pogue, Interim Fire Chief Larry Cocco, and Toronto Paramedic Services Deputy Chief Jamie Burnett.

Knowing When to Make the Right Call

The City emphasizes that each issue demands a specific response:

• 911 is reserved strictly for life-threatening situations or in-progress crimes.
• Toronto Police non-emergency line (416-808-2222) connects residents with police services for non-critical incidents, such as reporting a minor accident without injuries.
• 311 is dedicated to non-emergency City services, like noise complaints and waste collection inquiries.
• 211 provides access to community services and supports, including Toronto’s Community Crisis Service and mental health resources.

The City’s ‘Make the Right Call’ campaign includes multi-lingual messaging across transit shelters, social media, radio, and digital platforms. The initiative targets scenarios that frequently cause bottlenecks in 911 services, such as repeat calls or accidental dials, which the City hopes to address through this renewed awareness drive.

The campaign is available in ten languages, broadening access to Toronto’s diverse population. More information, including a backgrounder, is available on the City’s website: www.toronto.ca/make-the-right-call

SOURCE City of Toronto