How about a public info film showing various scenarios were an ambulance is appropriate and not appropriate, and how to phone for one properly, and a few other bits like how to tell when someone is not breathing and what bleeding to death looks like as opposed to a paper cut. Reynolds could be in it, showing up to a sore throat and throttling the patient like homer strangling bart, and saying "YOU WANT A SORE THROAT? I'll GIVE YOU A SORE THROAT!". ok maybe not. OR... it could be like the RSPCA/NSPCC adverts, with Reynolds holding his bruised knee and looking tearful while a voiceover goes "this E.M.T doesn't know when his next burger and cup of tea will come. And his knee is permenantly sore. Help him and others like him...." I think the heat is getting to me.