the public education campaign is a nice start, however, what would really get people to pay attention is to hit them in the wallet. in arizona, land of flash floods, the rescue authorities got tired of people ignoring blocked off flooded roads & then having to risk their lives getting people out of their floating cars. so they fixed the problem: anytime a person ignores posted signage of any sort & need to be rescured, they will be billed for the full amount. taxpayer $ go to legitimate rescues, not to fools. guess what, once people realized this woul stand in court, they started to pay attention to signage:) the nhs is there to cover legitimate calls for help. you want to dail 999 for a cold? then pay for it. would take less than 2 weeks for foolish calls to stop.