THE ambulance service that covers Herefordshire is calling on residents to stop and think before dialling 999.

West Midlands Ambulance Service this week launches a campaign to appeal to members of the public to only call the number in a genuine emergency.

The campaign will also feature video messages from front-line and control room staff asking people to use the ambulance service wisely.

Clips from several 999 calls will be used to show the difference between what is considered an appropriate and inappropriate call.

Jenny Cocks, the trust’s emergency operations centre commander in Brierley Hill, said: “When you call 999 the questions that we ask are vital for us to be able to get the right help, to the right people, as quickly as possible.

“We receive about 3,000 calls a day but unfortunately not all of these are appropriate for the ambulance service and sometimes people do forget that 999 is for life threatening injuries and illnesses.

"Our call assessors also have to deal with verbal abuse and hoax calls which is disappointing when all they want to do is help people in their hour of need.

“While we’re dealing with these calls there are less call assessors available to deal with that life threatening emergency. Please think before calling 999.”

The trust is also live tweeting from one of its control rooms today, following a day in the life of a call assessor.

Follow @OFFICIALWMAS to read more.