A Doctor's Office Expands
University of Utah Health
Utah Fire Sense
Fighting Fire with Fire Sense
The Challenge
In 2020, approximately 77% of Utah's wildfires were started by people. The Utah Division of Forestry, Fire and State Lands (FFSL) and its partners needed a statewide campaign that went beyond awareness and got people to take simple steps to prevent wildfires.
The Insight
Most people don't mean to start a wildfire. They already think they're being careful. Instead of a guilt trip, we needed to show people what prevention actually looks like, with clear, practical steps they could take while working or spending time outdoors.
The Solution
For a post-pandemic population tired of restrictions and safety advisories, fire safety was rebranded as Fire Sense, clearing the way for a campaign that valued common sense tips and tactics over public scolding. Television, radio, digital, social media, and community outreach. Partners like the Salt Lake Bees, Rocky Mountain Power, Tread Lightly, and the Utah Governor's Office helped carry the message beyond traditional advertising and into communities across the state.
The Outcome
Since Fire Sense launched, human-caused wildfires in Utah dropped 66%, from 1,138 in 2020 to 382 in 2023. Wildfire numbers shift from year to year based on weather, dry conditions, and recreation patterns, but the sustained drop shows real progress. Fire Sense has grown into a statewide platform backed by federal, state, and local partners, community groups, and businesses all working to reduce wildfires across Utah.
* 459M+ total impressions
* 70 earned media stories reaching 4M+ viewers
* $1.58M in earned media value
* $411K+ in donated media
* 2023 Bronze Smokey Bear Award
* 2021 PR Campaign of the Year, PRSA Utah Golden Spike Awards
In its first year, human-caused wildfires dropped 52%. Over three years, that number went down to 75%.
Carina Novillo
Brand Manager, Boncom
Brand Manager, Boncom
