Five fire and rescue services across the North West have teamed up with leading roadside retailer EG On The Move to warn people about the dangers of open water and wildfires this summer.

Lancashire, Cheshire, Cumbria, Greater Manchester, and Merseyside Fire and Rescue Services are working together to share important safety messages with residents and visitors in the region. With support from EG On The Move, the services will display summer safety advice across digital screens at petrol station forecourts throughout the Northwest, completely free of charge.

Two different adverts will run throughout the summer, one focusing on water safety and the other on wildfire prevention. Both highlight the serious and sometimes fatal risks that come with warmer weather and outdoor activities.

Jon Charters, Chief Fire Officer at Lancashire Fire and Rescue Service, said: “This partnership shows the power of collaboration in keeping our communities safe. By joining forces with colleagues from fire services across the Northwest and with the generous support of EG On The Move, we are able to deliver important summer safety messages directly to people, where it matters – at the roadside.

We know that warmer weather brings greater risks, from wildfires in our open spaces, to the dangers associated with swimming in open water. Tragically, these risks can lead to loss of life. That’s why we are committed to working together to educate and inform, to prevent harm.

I’m grateful to my fellow Chief Fire Officers for uniting behind this campaign. By speaking with one voice, we can reach more people and encourage everyone to enjoy the summer safely.”

Ilyas Munshi, Commercial Director at EG On The Move, said: “Summer should be a time for enjoyment, not tragedy. We are proud to be working alongside Lancashire Fire and Rescue Service to raise awareness of the risks associated with summer activities, particularly swimming in open water and the dangers of wildfires.

As temperatures rise and more people head outdoors, we encourage communities to enjoy the season safely. Open water may look inviting, but rivers, lakes, and reservoirs can pose serious risks, including cold water shock, hidden currents, and submerged hazards. Tragically, each year, lives are lost due to unsafe swimming in these environments.”

He added: “We are also urging the public to take extra care when spending time in rural and wooded areas. Forestry and moorland fires can start easily during dry spells, often caused by discarded barbecues, smoking materials, or campfires. These fires can spread quickly, putting lives, wildlife, and property at risk.

By working in partnership with Lancashire Fire and Rescue Service on these digital initiatives, we aim to support vital education campaigns, share important safety messages, and help reduce preventable incidents across the Northwest.”

The campaign will run throughout the summer until the end of August.