Being born and raised in California, fire safety and the consequences of disregarding them have been a part of every outdoor adventure. As these natural disasters become more and more frequent in my home state and more and more lives are being threatened by them, I feel compelled to produce my own fire safety campaign to help spread awareness.

The visuals of this campaign comes from the idea that what is obvious in concept can often become blurred when put into action. From far away, the text on the posters reads clearly, “Fire is Fast”, “Fire is Hot”, and “Fire is Deadly”. Yet when the viewer moves in for a closer look at the warnings at the bottom of the poster, the messages that were so clear before suddenly become blurry. The viewer can only focus on the paragraph explaining the dangers of fire that relate to the headlines above. These posters highlight the importance of fire safety regardless if they are logical; in the event of a fire, one must take action by utilizing fire safety lessons as though they are instinctual.