An ambulance has been spotted in the East Midlands carrying a mobile message to the public in an effort to reduce the number of 'inappropriate' ambulance calls.The livery reads: "You wouldn't call the coastguard if you fell in a puddle."The ambulance was spotted and circulated via Twitter by 'Ambulance Control' (@AmbControl999) which describes itself as: "Real life stories and answers to your questions from a UK Ambulance control room. Please note this is not an officially endorsed NHS or Ambulance Trust account."East Midlands NHS marketing is undertaken in-house. The campaign was announced in October, as an effort to educate people to make emergency calls only for conditions such as cardiac arrest, severe blood loss and choking. It said that last year it received 616,000 emergency calls, of which 40 percent were for life-threatening incidents.