INDIANAPOLIS -- A billboard designed to be eye-catching for passing motorists accomplished that goal this week -- and then some.

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AFLAC To Pull Signs

An AFLAC insurance company billboard on Interstate 465 prompted a 911 call Wednesday because the caller thought a real person was hanging from the sign, according to RTV6 in Indianapolis.

The billboard actually shows a mannequin falling off a ladder next to the words "Pays You Cash If You Get Hurt And Miss Work."

RTV6 obtained a copy of the emergency call:

Operator: Caller stated there was a worker working on a billboard at the 421 exit ... said he observed the gentleman fall off the ladder and appear as though he fell off a power line and was not moving.

Washington Township officials responded to the emergency call for help.

"I actually had my binoculars out looking at the side of the road, looking at these billboards and on the ground to see if I could see anybody," Capt. Dan Linderman said.

Emergency officials soon realized what the caller had actually seen.

"We did put people -- not just the firefighters but also the citizens -- in danger, at risk, because we're driving red lights and sirens to a run," Linderman said.

The signs are debuting in five test markets, including Indianapolis. Company officials said the falling worker was added for creative effect. The company plans to take down the billboards, but didn't say when it would happen.

"AFLAC is very concerned that people are calling 911, and we understand that's a safety issue for other people," AFLAC spokeswoman Laura Kane said. "Obviously it was never our intent to create that kind of attention."

Officials said their billboards will be toned down in the future.