F. 9-1-1 Accidental Dial: Every day, more than 5,000 9-1-1 calls are made in King County, but only half of these are for real emergencies. To increase awareness among adults of accidental 9-1-1 calls, the entering agency created two PSAs highlighting common scenarios:
• Sweat Dial: Airing during the 2016 Summer Olympics, Sweat Dial shows a man exercising with his cell phone in his pocket and accidentally butt-dialing 9-1-1.
• Kid Dial: Airing over the fall of 2016, Kid Dial features a child playing with his mom’s cell phone and accidentally calling 9-1-1.
The PSAs were distributed on broadcast and social media. Partners of King County’s E-911 Program Office also shared the spots with their social networks.
The PSAs resulted in increased awareness among adults. The PSAs garnered more than 8 million impressions and post-campaign research showed participants recalling the PSAs increased significantly from 6 percent to 15 percent. Of those who recalled the PSAs, 42 percent understood the message conveyed by the ad: avoid making accidental calls to 9-1-1.
