"Call 119" is what we have been taught at school, in case you need an ambulance. Nowadays, it seems that widespread knowledge is not appreciated, and they are encouraging you to think twice.
The poster basically promotes an alternative toll-free number, which you can consult the operator if your case is truly urgent.
The primary reason for this campaign is that the average time for the ambulance to arrive to the destination is increasing. In 1999 the time was 5 minutes 24 seconds; in 2004, 6 minutes and 18 seconds (see image below, which is an odd mixture of comedy and seriousness).
Traffic jam is obviously one factor, but officials also point out that there is an increase of misuse for the ambulance. Some odd cases include a businessman late for his important meeting.
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