Campaign "Notice. Understand. Act." urges not to ignore cell broadcast warnings

The State Fire and Rescue Service (SFRS) is conducting a large-scale public information campaign "Notice. Understand. Act." from November 2 to 29, with the first phase focusing on the state's early warning tools, especially cell broadcasts and the need to act in case of danger.

The first phase of the campaign "NOTICE" is dedicated to how residents are informed about various threats. The service emphasizes that it is critically important not to ignore received cell broadcast notifications, to read them thoroughly, and to act according to the provided instructions.

SFRS representative Viktorija Gribuste revealed in an interview with Skonto Media Group (SMG) that work on this campaign began at the start of the year, but real-life experience has proven its necessity:

"The storm in August this year showed us that residents do not always understand these received cell broadcast notifications, consider the calls expressed in them, and most often do not follow them at all. Therefore, it was a confirmation that the chosen direction of the campaign – to talk about how residents are warned about various types of threats – is very correct and timely."

As part of the campaign, a variety of informational materials are planned on television, radio, outdoor advertisements, and digital media, including a five-episode mini-series about cell broadcast notifications and correct actions in emergency situations.

Special attention is paid to children and young people, for whom a storybook, worksheets, a knowledge test on the Uzdevumi.lv website, and even an educational game on the popular Roblox platform have been prepared.

"Cell broadcast notifications also reach children and young people – everyone who has a mobile phone," explains V. Gribuste. "Therefore, a special character named Klapatiņš, which is a cell broadcast notification, has been created for children. Through the story and coloring book, as well as the game in the 'Roblox' environment, we will explain that these notifications also apply to them and discuss actions together with parents or teachers."

The campaign is implemented within the framework of the European Union Latvia–Lithuania cross-border cooperation project "MassMovement" and is the first of three phases. The next phases are planned for 2027, focusing on home resilience and evacuation processes. Materials can be found on the SFRS website.

Photo: Campaign notice, understand, act publicity photo