BUSES will help promote West Mercia Police’s non-emergency number - 0300 333 3000 - over the coming weeks.

The number, which has been in use for more than a year, was introduced in line with Office of Communications (Ofcom) recommendations.

It is easier to remember than the old one and reduces the cost of contacting the police in a non-emergency situation. In November, more than two-thirds of people calling the police in such circumstances did so using the new number.

Now 40 public buses have been adorned with advertisements to help promote 0300 333 3000 across the force area, including Worcestershire, Shropshire and Herefordshire.

The move from a 08 prefixed number to a 03 means it will cost the same or less than 01 or 02 prefixed numbers for people to contact West Mercia Police in non-emergency situations. It is also included as part of any discount packages or inclusive minute telephone deals.

In October, operators took 78,203 non-emergency calls. Of those, more than 70 per cent of people contacting West Mercia did so using the 0300 number, as opposed to the old 08457 number.

Supt Gary Higgins, head of contact management and service quality, said all calls except emergency ones should be made to the new number.

“People should always dial 999 in an emergency but for all other enquiries now need to use 0300 333 3000,” he said.

“The move to a 03 number follows public feedback over the cost of using a 08 prefix and is in line with Ofcom recommendations, which established 03 numbers to help stop confusion over call costs.

“I would urge people to check if they have our old number written down or saved anyway and ensure they change it to our new one immediately. 0300 333 3000 is easier to remember than the old one, as well as reducing the cost of making a non-emergency call to the police.”

999 should still always be dialled in any emergency situation.

The previous number, 08457 444888, has still been available while the public familiarised themselves with the new number. That number, however, will eventually be taken out of use so people are urged to dial 0300 333 3000 whenever they need to contact the police.

Non-emergency calls cover a wide range of situations, some examples of which are:

Responding to a witness or information appeal

Contacting an individual officer or member of police staff if the caller is not sure where they are based

Reporting a crime

Enquiring about lost or found property

Asking for crime prevention advice.

On average, more than one million calls a year are received by West Mercia Police across the force area.

For more information about 03 prefixed numbers, visit the Ofcom website, ofcom.org.uk