911 is a lifesaving, emergency number. However, people may not always understand what an emergency actually is. 911 operators have reported receiving unbelievable calls like a person who was mad because their drive-thru order was incorrect, and a woman furious about an ice cream truck that had parked in front of her home with its tinkling music playing!
The provincial Emergency Services Steering Committee (ESSC) has launched a campaign called “When Every Second Counts”. The campaign aims to reduce non-emergency 9-1-1 calls by educating the public on proper 9-1-1 usage, promoting awareness of alternative non-emergency numbers, and highlighting the consequences of misuse.
The City of Greater Sudbury and Greater Sudbury Police Service are taking part in the first-ever province-wide campaign. In 2024, there were 72,532 9-1-1 calls in Greater Sudbury. Of those, 18,115 calls were abandoned. Police services across Ontario report that nearly half of all 9-1-1 calls are for non-emergencies, including accidental dials, hang-ups and frivolous inquiries.
“Community safety and well-being are at the heart of everything we do. Every time someone calls 9-1-1 for a true emergency, they are helping to ensure that critical resources are available when seconds count,” says Sudbury Police Chief Sara Cunningham. “But when 9-1-1 is used for non-emergencies, it can delay the response to someone in real, immediate danger. By using 9-1-1 responsibly, you are not only protecting yourself — you are protecting your neighbours, your loved ones and your entire community. Remember: 9-1-1 is for emergencies only. Together, we can keep our community safe and ensure help is there when it’s needed most.”
9-1-1 should be used only for situations requiring immediate assistance from police, fire services or paramedics due to a threat to life or property. This includes medical emergencies, fires, crimes in progress or serious vehicle collisions.
“Every second counts in an emergency and ensuring our 9-1-1 lines are available for life-threatening situations is critical for community safety,” says Joseph Nicholls, General Manager of Community Safety and Chief of Fire and Paramedic Services for the City of Greater Sudbury “Calls about non-urgent matters like noise complaints, bylaw issues or accidental dials can delay help for someone facing a genuine crisis. We urge residents to learn when to call 9-1-1 and when to use alternative numbers.”
As part of the “When Every Second Counts” campaign, taking place alongside Emergency Preparedness Week, residents are encouraged to familiarize themselves with alternative non-emergency numbers:
- For non-urgent police matters, call your local police detachment.
- For municipal services or bylaw complaints go to your municipality’s website
- For non-urgent health advice, call Health Connect Ontario at 811 or 1-866-797-0000.
- For mental health support, call the 9-8-8 Suicide Crisis Helpline.
If you call 9-1-1 by mistake, do not hang up. Stay on the line and inform the operator it was an accidental call.
“Despite some improvement, 9-1-1 misuse and a lack of understanding of what number to call for what type of situation continues to be a challenge,” said Ontario Solicitor General Michael Kerzner. “This campaign gives the public the knowledge and resources to know who to call and when, so they can get the right support. We know the vast majority of Ontarians want to do the right thing and keep the lines clear for all of us so they’re available when we need them.”
For more information about the campaign and resources on proper emergency call usage, visit www.wheneverysecondcounts.ca.
