Home Office '101 it' by M&C Saatchi

The Home Office is launching a non-emergency phone number as an alternative to 999 and M&C Saatchi has created the first ads to raise public awareness. Initially the £1.25m outdoor campaign will run in five pilot areas -- Hampshire and Isle of Wight, Cardiff, Sheffield, Leicester City and Rutland, Northumberland and Tyne & Wear. It will get rolled out to the rest of the country later in the year. The posters explain the new phone service's remit. This extends from fly tipping and noisy neighbours to anti-social behaviour and graffiti. The new 101 number is designed to ease pressure on the 999 service.