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According to the Home Office, 70% of 999 calls received do not require an emergency response.

"101" has been set up to deal with non-emergency enquiries like vandalism and noisy neighbours, abandoned vehicles, litter and other anti-social behaviour. The police and local councils are administering the new service.

Phil Bastaple, head of 101 communications, said: "The ATM:ads are ideally situated in the community -- placed where issues that 101 will deal with often occur."

Receipts from the cash machines will also bear the 101 number and supplement the ATM:ad designed campaign.

A test campaign begins on July 31 in Hampshire and Cardiff, with spots in Northumbria, Sheffield and Leicester, running up until October. The ads are expected to deliver approximately 2m impacts and 500,000 one-to-one transactions.

Following the pilot, the service will be rolled out to the rest of England and Wales by 2008. The campaign was planned and booked by Posterscope, through media conATM:ad, on behalf of the COI.

The Home Office has already embraced the use of ATM ads to promote social issues. In April, a two week campaign ran encouraging cash machine users to keep valuables hidden away from potential thieves.

In December, last year a successful campaign ran on ATMs in Essex alerting people to the dangers of being drunk and disorderly -- the message flashed up four times a session on the ATM screens and was also printed out on receipts.

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