Advocacy, communication and fire awareness education are key components of Integrated Fire Management. 90% of unwanted fires are caused by negligent human action, however not all fires are bad - fire is required to maintain eco-system function and under controlled conditions, can be used as an efficient land management tool in most of South Africa. This information needs to be communicated and understood in order to change negative perceptions and behaviour patterns. Working on Fire runs fire awareness programmes in schools and communities making use of fire fighters to talk to students. Fire fighters play a key role in spreading fire awareness messages not only at a grassroots level, but equally, have been instrumental in raising the profile of wildland fires in the public domain, amongst politicians and partners. The pride with which WoF fire fighters wear their uniform and talk about their work is testament to the value they hold as advocates of fire awareness. Each province has a Media and Community Liaison Officer (MCLO) who is allocated a number of fire fighting crews and whose job it is to assist crews in designing and implementing a local fire education and awareness project for their area. The MCLO is under the guidance of the Provincial Advocacy Manager as well as the National Advocacy Manager for strategy, communication policy and fundraising support.