29 November 2006
Massive campaign launched to warn public about the risks of starting
unwanted wild fires
"Don't start fires you can't stop! Be FireWise," is the slogan for a
hard-hitting national wildfire awareness campaign made public this week. The
campaign is aimed at reducing the human, economic and environmental damage
caused when people start wild fires which burn out of control. According to
statistics, more than ninety percent of wildfires are caused by people.
Key partners driving the initial FireWise campaign roll-out include the
Department of Water Affairs and Forestry, CapeNature and Working on Fire, with
creative design and production by advertising agency, The Jupiter Drawing Room,
Cape Town.
The campaign comprises of radio spots, billboards, posters and newspaper and
magazine advertisements in most official languages.
Using hard-hitting statistics and some humour to alert members of the public
about the really serious problem of igniting fires which turn into runaway veld
and forest fires, the FireWise campaign aims to make people think before they
light a fire or leave one unattended.
The campaign will focus initially on the Western Cape where the fire season
has already begun. A national roll out of the campaign will take place early
next year.
"What is really great is that while no-one owns FireWise, there is a great
respect for what the initiative stands for amongst both the public and fire
fighting fraternities," said Working on Fire Advocacy and Awareness
Co-ordinator, Val Charlton.
"There is already corporate interest to support the FireWise campaign, and
we hope to see the messages communicated in the advertisements adopted by the
public."
"Although certain controlled veld fires are necessary, unwanted wild fires
are everybody's problem and the FireWise campaign aims to make people think
before they light a fire, or leave one unattended."
"It has been an enormously encouraging experience to work with so many
dedicated people from various disciplines, all united under a common cause and
giving their professional input to what we believe will be a really effective
campaign," she concluded.
According to Zane Erasmus, Project manager: Fire of CapeNature, "we are
extremely privileged in the Western Cape to live within or with close access to
the world's smallest floral kingdom, the fynbos biome."
"Over the last few years however, the incredible diversity of this rich
natural heritage has been threatened by an increase in uncontrolled wild fires
which have burnt at short intervals, over very large areas. These fires have
caused erosion, encouraged the spread of aliens and possibly caused the
extinction of extremely rare plant species. The Fire Awareness Campaign is
designed to encourage each of us to question the significance of wild fires and
our own responsibility to become FireWise."
Tshepo Malatji, Director of Forestry Regulation: Department of Water Affairs
and Forestry (DWAF) said that the campaign represents a major milestone in
ensuring compliance with and enforcement of the National Veld and Forest Fire
Act 1998, as amended, by encouraging the public to comply with the Act.
Mmaphaka Tau, Deputy Director: Veld fires Oversight of the Department of
Water Affairs and Forestry added that it is vital that this "historical
partnership" be maintained.
He said that DWAF would create the necessary regulatory environment and
institutional mechanism to achieve this objective.
Enquiries:
Val Charlton
Cell: 082 378 9056
E-mail: val@wofire.co.za
Zane Erasmus
Tel: (021) 558 4168
Cell: 082 414 6344
Maggie Ndiweni
Tel: (021) 442 7000
E-mail: mndiweni@jupiterct.co.za
Evelyn John Holtzhausen
Tel: (021) 462 0416
Cell: 082 658 6007
E-mail: evelyn@hwb.co.za
Issued by: Department of Water Affairs and Forestry
29 November 2006
