King County E-911 Program Office: Emery’s 9-1-1 All Stars

E-911 Program Office, the 911 emergency calls administrator, created an educational campaign to teach minority community children in the US how and when to call 911.

Campaign details

Advertiser: King County E-911 Program OfficeBrand: King County E-911 Program OfficeAgency: C+CCountry: United States

THE TASK

Making 9-1-1 more accessible to a younger multicultural audience using King County's approachable 9-1-1 mascot: Emery, the Emergency Penguin.

Calling 9-1-1 is trickier than you think

The situation:

  • Every day, 5,000 calls are made to 9-1-1 in King County alone. Many people hesitate to call 9-1-1, because they are unaware of how 9-1-1 works, or may be afraid.
  • This is especially true for multicultural audiences. Recent demographic and cultural research points to the fact that...

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