AMBULANCE services in the region are today launching a hard-hitting campaign to cut the number of non-emergency 999 calls.

Eight ambulance services, including Tees, East and North Yorkshire (Tenyas) and North-East (Neas), have joined together to push the message that inappropriate calls cost lives.

Tim Lynch, Tenyas director of patient services, said: "Research shows that every year up to a quarter of 999 calls to the service do not require an emergency response. We are not talking about hoax calls, but people demanding an ambulance for all manner of reasons, including toothache and other minor ailments.

"While we're dealing with calls like this, we can't get to the life-threatening emergencies - thus putting the lives of other patients at risk."

About 15,000 posters will be displayed in nightclubs, pubs, clubs, universities and community and leisure centres across the North-East and North Yorkshire.

Last year, front-line ambulance crews from the eight services taking part responded to more than a million 999 calls - 250,000 of which were thought to be unnecessary.

Tenyas control officer Christine Hockney said: "I think the poster is a brilliant idea and I hope it will make people sit up and think about why we have emergency ambulances.

"While a crew are tending a patient with a stubbed toe, they can't help the little girl down the street who has just been hit by a car."

Gary Vale, head of patient services at Tenyas, said: "We don't want to discourage the genuine emergencies from dialling 999, but it is vital that people access the most appropriate service for their medical needs.

"We're coming up to our busiest time of the year and already our controllers are handling anything from 400 to 600 999 calls a day, and we'd expect to see this rise to anything up to 900 calls per day.

"If we only have to attend the real emergencies, then our ambulances will get there faster."

People with non-emergencies should visit their pharmacist or GP, attend a minor injuries unit or call NHS Direct on 0845 4647.

* Ambulance chiefs in London said at the weekend they would no longer respond to all 999 calls. Instead, telephone advisors will assess which are most urgent.