Bradford residents are being urged to think twice before calling an ambulance because it could put others' lives at risk.

West Yorkshire Metropolitan Ambulance Service (WYMAS), which has a base in Menston, has today launched a campaign aimed at reducing inappropriate use of emergency ambulances.

And service bosses said the message was being sent out now as Christmas is their busiest time of year. WYMAS director of operations Bob Williams said every year about a quarter of 999 calls for an ambulance did not require an emergency response.

"We are not talking about hoax calls but people demanding an ambulance for all manner of reasons including toothache and other minor ailments," he said. "Many are under the misunderstanding that if they arrive at casualty in an ambulance they'll jump the queue.

"The point is that while we're dealing with calls of this nature we're not available to get to the life-threatening emergencies, putting the lives of other patients at risk."

An emergency is classed as a critical or life- threatening situation, such as a suspected heart attack, chest pain, unconsciousness, heavy blood loss, a serious accident, a broken bone, severe breathing difficulties or head injuries.

Thousands of posters are being displayed across the area. It is hoped nightclubs, pubs, clubs, universities, community and leisure centres will show them. Last year ambulance crews from the eight services in the North of England responded to more than one million 999 calls.

WYMAS paramedic Craig Sagar said he hoped people would heed the warning. "As trained paramedics when we respond to a call we're expecting to find a patient that requires our life-saving skills to be used," he said. "But unfortunately quite often it is a patient that would have been better served by an alternative means of treatment. This could include a visit to their pharmacist or GP, or by going to a minor injuries unit or calling NHS Direct for advice."