National 211 service is growing fast

A country-wide service that uses modern call-centre technology, searchable online databases and the national reach of the United Way has revolutionized the way in which many Canadians access information on local human-service programs such as home-care support for seniors, post-natal care for infants, and training for job seekers.

Launched in Toronto in 2002, 211 replaced the quickly dated print directories of local information and referral-service providers with a single, authoritative resource that offers 24-hour availability, seven days a week in upwards of 150 languages. Roughly 19 million Canadians can dial in Ontario, Quebec and parts of Alberta and British Columbia.

“I’m tremendously proud of all 211 has accomplished over the last decade, not the least of which is the development of a more responsive human-services sector,” says Bill Morris, executive director of the Ontario 211 Services Corporation.

By the end of 2012, 211 will reach 80 percent of Canadians through a revamped national website supported by a sophisticated information-technology platform. Soon after the online rebirth, the service will also be made available by telephone to residents across Nova Scotia, Nunavut and other regions of the country.

That’s good news for people who need quick access to human services, and for others looking for a means to support their relatives and friends in various parts of the country. It’s also welcome relief to the many service providers from coast to coast who will no longer need to invest nearly as much time and money into redirecting Canadians who mistakenly turn to the wrong place for help.

Arguably the greatest benefit of the expanded 211 network, however, is that the service will enable organizations in even more communities to allocate scarce resources strategically.

“211 is a rare initiative that helps communities meet the needs of their citizens not only in the here and now, but also well into the future,” says Morris. “Thanks to 211 call-pattern data, policymakers and funders can obtain the information they need to evaluate the degree to which programs are available at the right time, in the right place and to the right people.”

Mary Herbert-Copley, Vice President of Public Policy and Stakeholder Relations with United Way Canada, agrees.

“211 is an invaluable social barometer that community organizations and local governments use to guide important investment decisions,” she says.