Peel Region joins first-ever provincewide campaign to combat 911 misuse
BRAMPTON, ON (May 8, 2025) - Peel Region has launched the "When Every Second Counts" awareness campaign aimed at reducing non-emergency 911 calls and educating the public on proper use of 911. The campaign is part of the first-ever provincewide initiative launched by the Emergency Services Steering Committee (ESSC) to tackle 911 misuse, an issue that continues to strain emergency services.
Peel’s campaign will educate residents using social media, digital advertising such as overpass highway billboards, convenience store street level signs and point-of-purchase screens, municipal and library screens, ads on TransHelp buses and in local ethnic newspapers.
ESSC is a joint committee of the municipalities that comprise the Big City Mayors of Ontario (BCMO), the Mayors and Regional Chairs of Ontario (MARCO), and the Ontario Association of Police Services Boards (OAPSB). It includes emergency service experts, paramedics, police, fire and municipal leaders from across the province.
In 2024, Peel’s 911 operators received over 767,000 calls, with more than 114,000 of those calls for non-emergencies, including accidental dials and frivolous inquiries. As part of the "When Every Second Counts" campaign, residents are encouraged to familiarize themselves with alternative non-emergency numbers, including:
- 211 for housing, employment, senior supports, and other social services.
- 311 for garbage, bylaws, and other local government services.
- 811 for answers to confidential health questions.
- 988 for anyone thinking suicidal thoughts or worried about someone who is.
Residents are also asked to use police non-emergency numbers to report excessive noise, accidents without injury, or theft if the intruder has left:
- 905-453-3311 for Peel Police
- 1-888-310-1122 for Caledon O.P.P.
Peel and our emergency services partners are dedicated to ensuring our residents have the right information and resources at their fingertips, so 911 remains available for those in urgent need.
More information about the proper use of 911 can be found at peelregion.ca/911.
It’s critical that we all keep 911 available for real emergencies. Through this campaign, we’re reminding our community to make the right choice and call 911 only for true emergencies, so that urgent help is available faster when it’s needed most.
Nando Iannicca, Peel Regional Chair and CEO of Peel Region
The ‘When Every Second Counts’ campaign is about engaging the community to ensure we keep 911 services focused on the most urgent situations while also helping people connect with non-urgent services, so everyone finds the help they need. The strength of this campaign is that municipalities across Ontario are sharing ideas and showing leadership to address a common challenge.
Nancy Polsinelli, Peel Region Commissioner of Health Services and Chair of the ESSC 911 Call Volume Reduction Working Group
About Peel Region
Peel Region works with residents and partners to create a healthy, safe, and connected Community for Life for approximately 1.5 million people and over 200,000 businesses in Brampton, Mississauga, and Caledon. Peel’s services touch the lives of residents every day. For more information explore peelregion.ca and follow us on X @regionofpeel and Instagram @peelregion.ca.
About ESSC
The Emergency Services Steering Committee (ESSC) is a joint committee of the municipalities that comprise the Big City Mayors of Ontario (BCMO), the Mayors and Regional Chairs of Ontario (MARCO), and the Ontario Association of Police Services Boards (OAPSB). Our membership consists of Chief Administrative Officers and City Managers from regions and municipalities involved in emergency services and municipal budgets, providing advocacy, background information, and research on emergency service costs.
Media contact
Rachelle Brown
Communications Specialist
Peel Region