Call me, maybe: New campaign helps Californians understand when to use 911

The 911 phone system has been a cornerstone of emergency response for nearly six decades. Since the first call was dialed in February of 1968 in Alabama, communities across the country have benefitted from the ability to quickly and reliably reach police, fire or emergency services. But understanding when to use 911 — and just as important, when not to — is essential for keeping the system effective for everyone.

In Contra Costa County, California, a growing number of 911 calls were being made for non-emergency needs. In 2024 alone, up to 20% of the 116,000 ambulances dispatched in the district were for situations that didn’t require emergency care. This surge in unnecessary ambulance use and emergency room visits added strain to local hospitals, stretching staff and resources. It also left patients with bills for care that could have been managed in non-emergency settings.

To address these challenges, Contra Costa County leaders partnered with Kaiser Permanente and Contra Costa Heath to launch the “Right Care, Right Way” pilot campaign. This initiative aims to help community members better understand how to navigate their health care options, with the goal of reducing ER congestion and easing pressure on front-line staff. The first phase, launched in 2025, focused on community outreach through advertising on billboards, signage and even refrigerator magnets.