The Government of the Principality has launched the institutional campaign "Dear or burnt, ask yourself how you want Asturias", an action focused on prevention and awareness regarding forest fires. The Asturian Executive has made the fight against fire one of its top priorities for 2026 and plans to allocate one hundred million euros for this purpose during the current fiscal year.
According to the Government itself, this is the largest amount allocated to date in the Principality for this task.
As detailed by the regional Executive, the messages, aimed at all citizens, appeal to individual and collective responsibility and highlight the essential work of firefighting and emergency teams. Likewise, they emphasize the importance of calling 112 at any sign of fire or dangerous situation.
The campaign, structured in two waves, has been awarded for an amount of 367,840 euros. The first began on May 26 with insertions in the written press, outdoor advertising supports on urban furniture in Oviedo, Gijón, Avilés, Mieres, Langreo, and Tineo, as well as on three buses. Since June 1, the action has also been disseminated through digital media, radio, television, and social networks. This first stage will end at the end of June.
During the summer months, the Principality will also disseminate specific messages through its social media profiles, adapted to the different risk scenarios that may arise.
Likewise, when the Forest Fire Plan of the Principality of Asturias (INFOPA) is activated, calls for prudence will be intensified in radio news programs and in the weather segment of the Television of the Principality of Asturias (TPA).
Second phase of the campaign in autumn
The second wave, lasting four weeks, will take place at the beginning of autumn. It will include outdoor advertising again, advertisements in print and digital media, radio, television, and social networks, with the aim of reinforcing prevention in a particularly delicate time for the Asturian mountains.
"Dear or burnt, ask yourself how you want Asturias" synthesizes the call for shared responsibility: protecting the territory today to ensure that tomorrow it continues to be the natural paradise that identifies Asturias.