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Emergency Services Minister Francis Logan has called on the Western Australian community (both city and rural) to sit up and take notice when it comes to the dangers of bushfires and to accept their personal responsibility.
Research conducted by the Department of Fire and Emergency Services showed only 16 per cent of the WA community have a plan for what they would do during a bushfire.
It also found that 43% of Western Australians did not feel that bushfires were a risk to their safety and 90% of residents living in the city, including those in high bushfire prone areas, have not prepared themselves or their homes ahead of the bushfire season.
Fire can travel up to 25 kilometres an hour and send burning embers flying for kilometres, sparking new fires that severely test volunteer and career emergency services.
The radiant heat from a fire can also severely burn unprotected skin even from 100 metres away.
The Department of Fire and Emergency Services said recent emergency situations around Australia including the recent fires in Queensland, have demonstrated, when a major fire hits there will never be as many fire trucks and firefighters as there are properties.
Emergency Services Minister Francis Logan said it is very concerning that only 16% of Western Australians know what they would do during a bushfire.
"This has to change," Minister Logan said.
"This advertising campaign is designed to make people sit up and take notice and educate them about the dangers of bushfires," he said.
"Volunteer and career firefighters do an amazing job risking their lives to protect our community but they can't be everywhere at once. People have to start taking responsibility for their own safety.
We live in a State where bushfires can strike just as easily in a regional area as they can in housing estates bordering natural vegetation, so everyone needs to think very carefully about their own personal safety."
Western Australians are urged to visit http://www.firechat.wa.gov.au today to create a plan that could save their life and those of their family.
