Everyone knows the slogan: If you're in an emergency dial 111. It's designed to be simple and concise to best help those who need it - you would think.

But it turns out some of us have a little trouble knowing what an emergency is.

One person, in the middle of a fashion emergency, dialled 111 because their recently dyed hair did not match the colour on the packet and they wanted a refund.

STACY SQUIRES/STUFF During November police received over 77,000 111 calls, more than any month this year.

Another caller could not turn off their telly, and thought an emergency response team would best help with the electrical malfunction.

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These are just two of the more bizarre calls received by the staff at the police communications centre who are on hand to help people in a life-threatening situation.

Only 20 per cent of calls to 111 result in an emergency response, and police say it's important to note that the more peculiar calls can take up valuable time and may cause a delay for someone in a life-threatening situation, with a real emergency or police query.

And as summer has arrived the demand on the police communication centres has increased with a record number of 111 calls received last month.

During November, 111 calls exceeded 77,000 - the most of any month this year - and between 21 and 27 November 19,725 calls to 111 were made - the highest number since records began in 2003.

"It is important for people to remember that while our call takers are answering these non-emergency 111 calls there may be people waiting in line who are in danger or in urgent need of assistance," said the national manager of the communication centres, Superintendent Dave Trappitt.

"We know that in a genuine emergency it is an anxious wait for your call to be answered and a delay can exacerbate the situation, so police are taking a number of steps to manage this."

"We are recruiting extra staff, with 45 new communicators currently in training who will be qualified before Christmas, seconding staff from other parts of the business, and taking more immediate steps to make call takers available.



"Police's priority is always the 111 queue, so in times of high demand staff may also be re-deployed from the *555 and crime reporting lines to answer 111 calls."

So if a snail is stuck in your fridge, your phone is stuck in emergency mode, or your husband is sick and you don't like the smell of his vomit - think who you might be bumping out of the queue when you dial 111.

ALTERNATIVES TO 111

* For urgent but non-life threatening road incidents try *555

* Try reporting non-urgent crimes at the website www.police.govt.nz

* Community Roadwatch form - for reporting unsafe or risky driving behaviour

* Your local Police station - you can find the closest station to you here

* The Mental Health Support Line available 24/7 (text or call) on 1737 or at www.1737.org.nz.