In recent years, ad campaigns have asked the public to call 911 only
in case of an emergency and not to use the number to ask general
questions, get directions, or find out the score to a sporting
event.
Now, new campaigns are dialing in on cell phone use.
“The 911 District is attempting to educate the public and make them
aware that when you call 911 from a cell phone, it is different from a
wired telephone in a residence or business,” said Raymond Chiozza,
director of the Shelby County Emergency Communications 911 District.
“Seventy-two percent of all 911 calls that are answered by the Public
Safety Answering Points throughout Shelby County originate from a cell
phone.”
Radio and television spots began to air this month on local
channels. The ads stress that people should be able to tell dispatchers
their location.
“When calling from a wired telephone, the location and name are
delivered to the appropriate dispatch center that serves that residence
or business,” Chiozza said. “Cellular calls are often not automatically
routed. Often you may need to be transferred to the proper agency in
the area.”
In addition to the ads, the 911 District is also developing comic
and coloring books for children.
“The comic book is intended to educate children on when and how to
use 911,” said Ken Woodmansee, director of corporate communications at
cs2 advertising. “The book follows the day-to-day actions of the 911
Responders, a group of four superheroes whose mission is to provide
kids with guidance when they need to call 911.”
Since 2004, the local 911 service has worked to make response times
faster. The initiative began after two men, including former Memphis
mayor Wyeth Chandler, died after confusion ensued over whose
jurisdiction they were in. In Chandler’s case, 12 minutes passed before
he received medical attention even though there was an ambulance two
minutes away. In another case, it took 30 minutes for an ambulance to
reach Jim Wagner even though there were multiple ambulances within five
minutes of the pool hall where he suffered a heart attack.
In addition to reworking how ambulances were dispatched, emergency
services tried to stem the number of frivolous calls to 911 that
blocked the phone lines for other callers with legitimate
emergencies.
A list of what should be known when calling 911 from a cell phone is
posted at ShelbyCounty911.org. Topping that
list is knowing the emergency agency needed and the address and cross
street where the emergency occurs.
