Lincolnshire ambulances to carry adverts on when 'not' to ring 999
Double-crewed ambulances in Lincolnshire will carry adverts from next week, in a bid to stop unnecessary 999 calls.
The East Midlands Ambulance Trust says ambulances responded to 616,000 emergency 999 calls over 2012/13.
However just 38 per cent of these were times when someone's life was immediately in danger.
As a result, more than 250 emergency ambulance vehicles will be adorned with adverts from next week as part of an awareness drive by EMAS.
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The trust is using the adverts to remind people when to ring 999 in an emergency, and when seeing a drop-in health centre or other health service may be more appropriate.
Its hoped the adverts will help cut pressure on services caused by people dialing for ambulances unnecessarily.
However the trust says 999 should always be used for heart attacks, when someone loses consciousness, severe blood loss or choking.