Deputy Chief Lauren Pogue emphasized the campaign's goal: "By making the right call we are helping other Torontonians that desperately need that 911 call responded to quickly. And we owe it to each other."
Mayor Olivia Chow stated, "Almost three out of 10 calls to 911 are not for emergencies... this campaign will help direct people to the appropriate resources, reducing pressure on emergency services."
A 2022 report pointed out urgent staffing needs, with the Toronto Police Association noting, "Some callers spend up to 11.7 minutes waiting for help... we lose 14 percent of our employees every year."
The need for public awareness is highlighted as Pogue noted, "The education campaign will feature posts on social media and at transit shelters... we've seen calls to 911 increase by nearly 3,000 last month compared to the average."
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