I’ll never forget the afternoon last summer when I sat in on Toronto’s 911 call center operations for a feature piece. The dedicated dispatcher I shadowed received three non-emergency calls in just one hour – someone complaining about a neighbor’s loud music, another asking for the nearest open pharmacy, and a third wondering about garbage collection schedules. Meanwhile, legitimate emergency calls waited in the queue.
This firsthand observation came rushing back yesterday as Toronto officials launched a new public education campaign targeting 911 misuse, an issue that’s increasingly straining our emergency response system.
“We’re seeing approximately 2 million 911 calls annually in Toronto, and nearly 40% of those don’t qualify as actual emergencies,” explained Sandra Williams, Director of Toronto’s Emergency Services Communications. “This isn’t just an inconvenience – it potentially delays response times for critical situations where seconds matter.”
The “Who to Call” campaign aims to redirect non-emergency inquiries to appropriate channels while preserving 911 services for life-threatening emergencies. According to data released by the city, inappropriate 911 calls increased by 23% over the past three years, creating unnecessary burdens on an already stretched system.
Toronto Police Sergeant Marcus Chen described some of the more unusual misuses they’ve documented: “We’ve had calls about raccoons in yards, complaints about restaurant service, power outages, and even someone asking how to cook a turkey.”
The campaign emphasizes three primary alternatives to 911:
For non-emergency police matters: 416-808-2222
For city information and services: 311
For health advice: Telehealth Ontario at 1-866-797-0000
Local business owner Priya Sharma, whose Danforth café sits across from a police station, tells me she’s witnessed the impact firsthand. “At least once a week, I see officers rushing out for emergencies. Knowing that some of these urgent responses might be for non-emergency situations is concerning. I’m glad the city is addressing this.”
The campaign will roll out across multiple platforms including transit advertisements, social media, and community outreach sessions in neighborhoods with historically high rates of inappropriate 911 usage.
City Councillor Daphne Rodriguez pointed to successful similar initiatives in Vancouver and Calgary, where 911 misuse reportedly decreased by 17% and 22% respectively following targeted education efforts.
“Many people simply don’t realize they’re misusing the system or aren’t aware of alternatives,” Rodriguez noted during yesterday’s press conference at City Hall. “This isn’t about penalizing residents – it’s about ensuring everyone understands when to call 911 and when other resources are more appropriate.”
The campaign’s $1.2 million budget has raised some eyebrows, but emergency services officials insist the investment will ultimately save money by reducing unnecessary dispatches and improving system efficiency.
For perspective, Toronto Emergency Services estimates each inappropriate 911 call costs approximately $75-95 in resources, amounting to millions annually in preventable expenses.
Dr. Amir Hassan, emergency physician at Toronto General Hospital, endorsed the initiative, noting that ambulance diversion to non-emergencies affects hospital operations too. “When ambulances are tied up with calls that could have been handled differently, it creates ripple effects throughout our healthcare system.”
The campaign includes a specific focus on new residents and visitors unfamiliar with local emergency protocols. Multilingual materials will be distributed in communities with significant newcomer populations, addressing cultural differences in emergency service expectations.
While walking through Yonge-Dundas Square yesterday afternoon, I noticed the campaign’s distinctive blue and yellow posters already prominently displayed. Several passersby stopped to read them, suggesting the visuals are effectively capturing attention.
Resident feedback has been generally positive. “I honestly didn’t know about the non-emergency police number,” admitted Devon Williams, 23, whom I interviewed near a campaign billboard. “I’ve called 911 for noise complaints before, but now I’ll use the right number.”
The true measure of success will come in the statistics over the next year. The city has established benchmarks to track changes in call volumes and response times, with quarterly reports promised to maintain transparency.
As someone who’s witnessed our emergency services’ crucial work firsthand, I’m hopeful this campaign will help ensure 911 remains available for those truly in need. Sometimes the most important public service is simply providing clear information about how to access the right services at the right time.
For more information about appropriate emergency and non-emergency contacts, residents can visit toronto.ca/whototcall or call 311.
