I like the idea of an advertising campaign. It wouldn't have to be anything gory. Just pick any of of Toms recent effwits and contrast them with someone who is really sick. I can see it now - spotty git talking to Tom then cut to a pale, clammy, breathless man clutching his chest, sitting next to his wife who is on the 'phone asking where the ambulance is. Git with headache/drunken chav shouting at ambulance crew- cut to child in middle of road with blood coming out of an ear with mother asking where the ambulance is/old lady on floor at the bottom of the stairs. The voiceover says '999 - what is the nature of the emergency' or whatever it is they say when you ring. Either that or bring on the stick o'pain!