The service said that it had experienced an unprecedented high-level of demand over recent weeks. That demand then reached its second highest point on Saturday 17 July as thousands of people headed to holiday spots including the Burnham-On-Sea area, as reported here. South West Ambulance Service NHS Foundation Trust’s Assistant Director of Operations William Lee asked the public to only call 999 in a “genuine, life-threatening emergency”. He said that people calling 999 and asking for ETAs had also been adding unnecessary pressure on the service. “Only call 999 in genuine, life-threatening emergency,” he said. “Please don’t call us back on 999 for an estimated time of arrival [ETA] as we will not be able to provide one. Calling back for ETAs means that people who need immediate, lifesaving instructions cannot get through.