How beneficial fire became California’s best defense

Devastating, out-of-control wildfires threaten California’s economy and individual households, causing an unstable future for Californians. Catastrophic wildfires are becoming more frequent in California, and while some investments have been made to mitigate risk, they are inadequate at addressing the scale of this problem. Extremely damaging fires are becoming more frequent in California, with wildlife habitats destroyed, thousands killed or injured, and economic devastation in fire-hit areas. The understanding and support of prescriptive fires in the most impacted communities are crucial for protecting fire-prone regions.

Framing fire as the cure, not the crisis

It’s not easy to convince people to fight fire with fire, yet beneficial fires – otherwise known as “prescriptive” fires – have been an effective approach to wildfire prevention since pre-colonial times. Resource Media and the Wildfire Resilience Working Group in California developed communication and media strategies to promote the expanded use of prescribed and cultural fire, known as “beneficial fire.” We that moving away from science jargon and avoiding imagery of real fire and flames are more effective strategies in winning the narrative around beneficial fires.

Climate resilience takes a village

We engaged a diverse group of working group members to develop updated messages, flyers, and content to educate residents and leaders on the importance of beneficial fire to improve forest and landscape health and reduce wildfire risks to people. This working group represents an array of health organizations, agricultural associations, environmental groups, and tribes who are advancing better policies for forest management and community and climate resilience.

The materials we created featured illustrations that explain how beneficial fire helps prevent catastrophic fires and contributes to a better future for Californians. We also helped advocates make the case to state leaders with an op-ed in the Sacramento Bee that called for a substantial state budget allocation for proactive wildfire and forest resilience efforts.