A critical yet often overlooked aspect of emergency contact centres is public awareness and community engagement. Indonesia’s 112 system faced a major challenge: despite its launch in 2016, only 52.5% of the population knew about the service by 2023. This gap highlights why cities must prioritize strategic promotional campaigns to ensure their emergency systems are widely adopted and trusted.

Why Public Awareness Matters

Emergency contact centres fail if the public doesn’t know they exist or how to use them. For example, Indonesia’s 112 service integrates police, fire, medical, and disaster response teams, but low awareness limits its impact. Even the most advanced systems need coordinated communication strategies to reach diverse audiences.

Key Strategies for Effective Public Awareness

Drawing from Indonesia’s 112 promotional design study, here’s how cities can build successful campaigns:

1. Leverage Social Media for Generation Z
• Educative Content: Short videos explaining when and how to use the service (e.g., "Did you know 112 handles fires, accidents, and crimes?").
• Reels/Short Videos: Simulate emergency scenarios to demonstrate response times and build trust.
• Awareness Campaigns: Partner with influencers to amplify reach, especially among younger demographics.
2. Design Thinking for Audience-Centric Messaging
• Use surveys and interviews to identify gaps in public knowledge.
• Test content through A/B testing to refine messaging and visuals.
3. Collaborate with Local Stakeholders
• Work with schools, community centres, and local media to distribute posters, flyers, and FAQs.
• Train community leaders to advocate for the service in rural or underserved areas.
4. Transparency Builds Trust
• Share success stories (e.g., "How 112 saved a family during a flood") to humanize the service.
• Publish performance metrics (e.g., average response time) to demonstrate reliability.

Lessons from Indonesia’s Challenges

• Decentralized Coordination: Local governments manage Indonesia’s 112 centres, requiring alignment with regional agencies and telecom providers. Cities must establish clear protocols for inter-agency collaboration.
• Infrastructure Integration: Ensure telecom networks and call-routing systems are robust enough to handle surges during disasters.

Actionable Steps for Cities

1. Conduct a baseline survey to measure current awareness levels.
2. Develop a unified branding strategy (e.g., slogans, logos) for easy recognition.
3. Use geotargeted ads to reach specific neighbourhoods.
4. Host workshops to teach vulnerable groups (e.g., elderly, non-tech-savvy residents) how to access the service.

By prioritizing public engagement, cities can transform their emergency contact centres from underused tools into lifelines that communities actively rely on. Indonesia’s 112 system shows that technology alone isn’t enough—trust and awareness are the real foundations of success.