Members of the public have been asked to think twice about dialling 999, as Surrey Police launched a county-wide advertising campaign.

Surrey Police says the campaign – which asks ‘Is it a Policing Matter?’ – is motivated by a need to focus on serious and complex crime.

Residents are being asked to consider whether something is first a police matter, and secondly whether it is an emergency.

One poster, below, reads: “Someone’s taken by bicycle/brother.

“A stolen bicycle is a non-emergency unless a suspect is present.

“Report non-emergencies at www.surrey.police.uk pr call 101 anytime.”

Surrey Comet:

Over the last three years, Surrey has seen a 153 per cent increase in reports of rape, a 122 per cent increase in reports of sexual offences and a 34 per cent increase in reports of domestic violence.

In light of this, changes to front-line services will see local policing teams grow as the county will have more officers working for a specific borough or district, tackling local problems, according to police.

This will also see police attempt to pass on responsibility for tackling fly-tipping onto councils, and crimes related to mental health dealt with by healthcare providers.

Deputy Chief Constable Gavin Stephens said: "Our demand is increasing and in light of this we need to invest more, supporting the most vulnerable people in our communities.

"If a call is a policing matter we are also using this campaign to highlight the difference between what is an emergency and what is not.”