In a move to address the growing misuse of emergency services, the Emergency Services Steering Committee (ESSC) has launched Ontario’s first-ever provincewide awareness campaign, When Every Second Counts. The initiative is designed to educate residents about the proper use of 9-1-1, highlight the dangers of non-emergency calls, and promote awareness of alternate numbers and services for non-urgent situations.
“9-1-1 is for life-threatening or health-related emergencies, yet people continue to call for everything from boredom to a TV that isn’t working,” said Nancy Polsinelli, ESSC member and Commissioner of Health Services at the Region of Peel. “This misuse could mean the difference between life and death if someone in urgent need can’t get through because the lines are tied up.”
Ontario 9-1-1 operators report that nearly half of all emergency calls are either accidental, non-urgent, or frivolous, putting critical response capacity at risk. Police services provincewide are facing increasing call volumes, with many citing misuse as a growing challenge.
Solicitor General Michael S. Kerzner emphasized the importance of public education in solving the problem. “Despite some improvement, 9-1-1 misuse and a lack of understanding about which number to call in different situations remain a concern. This campaign gives the public the tools to do the right thing, so emergency lines are available when they’re truly needed.”
Mayor of Brampton Patrick Brown also voiced his support for the initiative. “This campaign is critical. In Brampton, we’ve seen firsthand how misused 9-1-1 calls can tie up emergency resources. By spreading awareness, we’re making sure our frontline responders can focus on real emergencies. I urge all residents to take this message seriously—every second counts.”
Amandeep Sodhi, Member of Parliament-elect for Brampton Centre, praised the campaign for its community-first focus. “Keeping our emergency lines clear is a matter of public safety. I fully support this campaign and commend the province for taking proactive steps. In Brampton Centre, we believe in responsible citizenship, and that includes knowing when to call 9-1-1 and when to seek alternative help.”
The When Every Second Counts campaign includes educational materials, community outreach initiatives, and local partnerships to guide residents on how to correctly access emergency and non-emergency services. It also aims to reduce pocket-dials, accidental calls, and misdirected complaints that strain Ontario’s emergency infrastructure.
For more information and resources on emergency number awareness, visit your local municipality’s website or contact your regional health and emergency services.