REACH Edmonton

If you're in Edmonton and you see someone in distress, you can help before police or emergency services are needed by calling 211 and pressing 3 for the 24/7 Crisis Diversion Team.

Responding around-the-clock, seven days a week, 365 days a year to people in distress on the streets of Edmonton, the 24/7 Crisis Diversion Team helps people get to a safe place. 

This collaborative partnership includes six Edmonton organizations: Boyle Street Community Services, Hope Mission, Canadian Mental Health Association (211), Edmonton Police Service, Alberta Health Services Emergency Medical Services and REACH Edmonton.

The partnership worked with Calder Bateman Communications in the fall of 2016 to develop creative for the #JustCall211 social media campaign, a revamp of its 2014 predecessor. Within the first 24 hours of launch, the campaign reached 98,585 people. Between November 1 and December 31, 2016, the campaign reached more than 436,400 people.

"This collaborative campaign was an opportunity for partners to engage and educate the public on how we can all help those in need," said Lindsay Daniller, director of community initiatives and strategic development at REACH Edmonton. 

The campaign was designed to create awareness of the available supports and how everyone can help in non-emergency/non-violent crisis situations. #JustCall211 is a call to action, a way for all Edmontonians to participate in the safety of their community.

Since the launch of the campaign, public calls to the 24/7 Crisis Diversion Team increase by 27 per cent.

In May 2017, #JustCall211 was awarded the IABC Award of Excellence in the Communication Management division for the Social Media Programs category.