It's one of the first lessons young drivers learn: get out of the way of emergency vehicles.

But it seems that Toronto road warriors just aren't getting the message.

A major media blitz is underway to remind all drivers to get out of the way of police cruisers, fire trucks and ambulances - or any car with its sirens flashing.

That includes moving over when an officer has someone pulled off at the side of the road.

"The consequences are significant, but the risk to public safety is also significant," warned Toronto Police Chief Bill Blair.

"And when the ambulance is going because someone needs them, seconds count. The seconds in which someone has stopped breathing or a heart has stopped can make the difference between surviving and not. Those seconds count. When somebody's house is on fire, quite clearly seconds count."

If you fail to pull over for an emergency vehicle in the city, the fine is $150. Outside city limits, in OPP territory, the fee climbs to $490. In both cases, it includes 3 demerit points.