Molly Davis, Molly Davis, Staff Writer
Redlands Daily Facts
REDLANDS, Calif. -- Something as simple as remembering to pull to the right and yield to emergency vehicles, like firetrucks, shouldn’t necessarily require a public service announcement (PSA).
But the Redlands Fire Department likes to add a little flair to their work. Their most recent project, a PSA titled “Every Heartbeat Counts” reminding people to pull to the right, follows the narrative of its last PSA, “Watching Amy,” about pool safety.
“What we do is a new spin with PSAs, to get people to watch,” said Fire Captain Rob Sanberg, who wrote “Every Heartbeat Counts” with retired Battalion Chief Al Stevens.
“We’re doing real stories with real people,” Sanberg explained.
“Every Heartbeat Counts” shows the story of a father reminiscing about how his daughter nearly drowned in a swimming pool, and recounts how the fire department and medical personnel were able to reach the girl in time.
The point of the film is to remind people that in an emergency, every second counts, and to reach emergency situations in time, responders need the cooperation of the public.
“Emergency response vehicle drivers are asking for the right-of- way to pass safely and effectively,” said Redlands Fire Department Chief Jeff Frazier.
In a time when automobiles have state-of-the-art stereo equipment and soundproofing, the fire department is relying on drivers to pay attention and watch for fire trucks and ambulances.
“It’s not all that uncommon (as sound equipment becomes more advanced) that people don’t always behave in the proper manner,” Frazier said.
When an emergency vehicle flashes its lights and sounds its sirens, drivers are required by law to pull to the right, and let the emergency responders have the right-of-way.
“It’s a traffic violation if you fail to yield,” Frazier said.
While most people comply with the law, some drivers find themselves in predicaments where they’re not able to pull over.
For example, the video said, if a person is trying to make a left, and is not able to pull to the right, it’s best for the driver to stop and stay put until the emergency vehicles have come through.
“It’s always a problem when people get in the position and don’t know what to do,” Sanberg said.
But rather than just telling the public to pull to the right, the video shows the viewer the consequences of cooperating with emergency responders by showing what could have happened to Amy, the girl featured in both of the fire department’s videos.
As with “Watching Amy,” “Every Heartbeat Counts” was a collaboration between Sanberg and Stevens, as well as Stevens’ family, Work and Play Productions, and Cheryl Williams at the city of Redlands’ Public Information Office’s Media Unit.
Even local businesses, like A Formal Affair and Beloved Couture Bridal got in on the act, by providing props and costumes.
“Anything we can do to help in our community, we will,” said Jennifer Talbert-Miller, owner of Beloved Couture Bridal.
“Pulling over and letting firefighters and paramedics get to their calls is our civic duty,” she added. “You never know when you may need their help, and you want them to get to you in time.”
And while the beautiful narrative of “Every Heartbeat Counts” may be a lovely little vignette to watch, the fire department just hopes the message to pull over hits home.
“Something as simple as pulling to the right for emergencies could make all of the difference n the world,” Sanberg said.
Copyright 2011 Los Angeles Newspaper Group