February 11 marks 211 Day across North America, and United Way British Columbia is using the occasion to raise awareness about a free, confidential service that connects thousands of people to critical supports each year.
“211 Day, firstly, we celebrate on this day because it’s February 11 — second month, 11th day — so it’s a little bit easier to remember,” said Kevin Cao, Manager of the Contact Centre for United Way BC. “It’s there to recognize and raise awareness about 211 services — a free, confidential helpline that connects people to community, social and government supports.”
More Than an Emergency Line
While many people know to call 911 in an emergency, Cao says 211 fills a different but equally important role.
“Sometimes it’s not emergent in nature where emergency services such as 911 is the first call,” he explained. “We’re trying to have folks know where else they can call. 211 is the next option for them to call in those situations and where they can find those supports.”
This year’s theme, “Connection Crisis,” reflects the growing complexity of needs in communities. Cao says many people are still struggling to navigate available services and may not know where to turn.
Through 211, callers can be connected to resources including housing supports, financial assistance, food programs, legal aid and mental health services.
Support During Difficult Times
Cao noted that in moments of tragedy, services like 211 can play a crucial role in helping people find emotional and crisis support.
“With 211, it’s a place that folks can call for emotional support and crisis support — it’s like a one-stop shop to connect with a person, and they can connect you with the right resources in their community,” he said.
United Way BC also operates and partners on additional helplines, including VictimLink BC, which provides support for victims of crime and trauma.
Demand Growing — But Awareness Still Lags
In 2025, 211 supported more than 40,000 people across British Columbia. While that number underscores the program’s reach, Cao believes many more residents could benefit.
“Most definitely,” he said when asked if more awareness is needed. “I think a lot of folks are unaware of what 211 is, and they don’t even realize that 211 is a free service.”
He added that the service can be especially valuable for newcomers to Canada and people living in rural or isolated communities who may not know what resources exist locally.
Beyond helping individuals, 211 data can also reveal gaps in services across the province.
“It helps us look at gaps of where there’s not enough support and how we can then collaborate and build partnerships with other organizations to fill in those gaps,” Cao said.
How to Help
United Way BC receives funding through campaigns and donations, including workplace giving programs and online contributions. While financial support is important, Cao emphasized that awareness is just as critical.
“I think awareness is the biggest thing,” he said. “When we spread more awareness, folks can see the need for 211 — and that’s when it translates to different organizations and how powerful and useful 211 is to the communities.”
Residents in British Columbia can access 211 by dialing or texting 2-1-1, or by visiting bc.211.ca to search the online database of services.
