About “When Every Second Counts”

The “When Every Second Counts” campaign is Ontario’s first provincewide initiative dedicated to combating 9-1-1 misuse. Launched by the Emergency Services Steering Committee (ESSC), this critical public education campaign addresses the growing strain on emergency services across the province.

Ontario’s first provincewide campaign to reduce 9-1-1 misuse and ensure emergency lines remain available for those who truly need them.

About ESSC

The Emergency Services Steering Committee (ESSC) is a joint committee representing Ontario municipalities. It includes municipalities from the Big City Mayors of Ontario (BCMO) and the Mayors and Regional Chairs of Ontario (MARCO).

Our Approach

The “When Every Second Counts” campaign takes a three-pronged approach.

  1. Education: Helping Ontarians understand what constitutes a true emergency.
  2. Alternatives: Promoting awareness of non-emergency numbers and resources.
  3. Empowerment: Giving communities the tools to make informed decisions in various situation.

Our Mission

To ensure that 9-1-1 lines remain open for genuine emergencies by educating Ontarians about proper emergency service usage and promoting awareness of alternative resources for non-emergency situations.

The Challenge We Face

Across Ontario, emergency services are experiencing unprecedented pressure: Nearly half of all 9-1-1 calls are for non-emergencies. Call volumes continue to rise year-over-year. Many Ontarians call 9-1-1 for situations that should be directed to other resources. Every non-emergency call potentially delays response to a life-threatening situation.

News and updates

Hon. Michael S. Kerzner’s Remarks about “When Every Second Counts” Campaign

First Provincewide Campaign Launches to Continue Battle Against 9-1-1 Misuse