Residents of a Black Country borough will receive urgent safety messages direct from their nearest lamppost.
Walsall Council is the first British local authority to install an emergency alert system in three locations.
The two-line LED messaging system will allow police to post missing persons alerts in the heart of the community.
Emergency planners will also be able to pass vital information to residents via the system, which is located on lampposts.
The first system will be installed in Aldridge High Street this month, followed by two installations in Walsall town centre.
The council's cabinet member for environment, Coun Marco Longhi (Con Pelsall), said the system is "completely self-funding" as advertising revenue is gained from six sheet posters which are sited under the messaging display.
He added: "This is a fantastic opportunity to trial an innovative system that could save lives. Walsall is proud to be the first council in Britain to use these lamppost installations.
"This pilot scheme is another great example of the innovative relationship we enjoy with our street lighting partners Amey Highways.
"We believe the system could be an important communications tool for Walsall's emergency services. It will help to make Walsall a safer place."
Neil MacKinnon, managing director of 247outdoor Ltd, which developed the Amber-watch system, said: " We are delighted with the reaction from Walsall Council and Amey Highways on our first installation."
A proportion of the revenue generated by the sale of the advertising is fed back to the council and the new lighting columns are given to the local authority free of charge.
The first posters will encourage citizens to recycle household waste and put chewing gum in the bin.