Don’t Spark Disaster Tourism-focussed wildfire campaign

Published: 13 July 2026

The campaign aims to raise awareness about wildfire risks caused by visitor actions and promote safer outdoor practices in North York Moors.

A summary is shown below.

Campaign Purpose and Context

The campaign responds to the 2025 wildfire on Fylingdales Moor caused by naked flames.
It highlights the impact of climate change on increasing wildfire risks.
The goal is to educate visitors on responsible behavior to prevent wildfires.

Partner Roles and Messaging Approach

Led by North York Moors, NYMNPA, NYFRS, and Forestry England, with a similar campaign in Yorkshire Dales.
Messages focus on education, not blame, emphasizing safe disposal of fire-related items.
The campaign encourages changing behaviors, such as avoiding barbecues and picnics in high-risk areas.

Campaign Objectives and Success Metrics

Aim for no major moorland fires in 2026.
Reduce fire service calls related to moorland fires in 2026.
Increase visitor awareness and understanding of wildfire spread.
Measure engagement through website clicks, social media reach, and survey responses.

Resources and Tactics

Central information hub on NorthYorkMoors.org.uk with infographics and videos.
Paid social media ads run from June to September, adaptable to weather conditions.
Collaborations with influencers to promote picnic alternatives.
Out-of-home advertising in retail and community locations.
Distribution of printed materials and presentations to staff and community groups.

Digital Content and Outreach

Call to Action and Community Involvement