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FireSmart™ Canada launches first national campaign to help protect Canadians’ homes

The Canadian Interagency Forest Fire Centre (CIFFC) has launched its first national, bilingual ad campaign for the FireSmartTM Canada program to help prevent fires and reduce the risk of damage to our homes and communities.

Building on three decades of experience working with governments and public agencies to make life better for Canadians, The NOW Group is proud to help CIFFC deliver the campaign to millions of people this spring.

With a fresh creative approach that puts a new spin on one of the most well-known phrases for campers and rural vacationers, the new ads call on people to ‘Please Don’t Feed The Wildfires’.

It’s a polite, firm, and very Canadian reminder to make sure we don’t ‘feed’ wildfires the fuel they need to grow and spread.

With a changing climate, the threat of wildfires continues to increase. And Canadians have witnessed the devastating impacts they’re having on communities across the country. Every year, the fire season is starting earlier and ending later. And more homes and communities, in more places and regions, are finding themselves at risk from wildland fires, in ways they never imagined.

It can feel overwhelming. And it can be hard to know if there’s anything we can do to help.

CIFFC’s FireSmartTM Canada program is working to change that by developing practical tools for Canadians to prevent fires from starting, reduce the damage to our communities, and increase the resilience of our neighbourhoods.



Learn what you can do to protect your home at FireSmartCanada.ca.

Whether we’re looking after our own home or vacationing in the great outdoors, the new campaign lets Canadians know that there are simple steps we can all take to reduce the risk of wildfires – from planting fire-resistant shrubs to cleaning our eaves and moving firewood away from our homes.

The new campaign is live in regions across the country this spring on digital channels, social platforms, and billboards. And the ads have already been viewed on YouTube over 500,000 times – and counting.