With the start of the summer season, the “Are You Going to Tell Me What To Do?” campaign is once again drawing attention to the importance of responsible behaviour in reducing the risk of fires and the proper disposal of cigarette butts—especially during the dry and hot months when the danger of fires is higher.
The topic is particularly relevant in light of the official data on fires in Bulgaria. According to the Executive Forest Agency, only around 5% of fires are caused by natural factors, while in most cases the cause is linked to human negligence, actions, or failure to act. National Statistical Institute data for 2024 also show that fires resulting in material damage, fatalities, or injuries accounted for the highest share of crisis events recorded in the country—50.2%. These figures highlight the importance of careful and responsible behaviour in reducing the risk of fires.
This is precisely why the campaign uses a direct and slightly provocative tone to remind people that sometimes the simplest messages are the most important ones. When the risk of fires is elevated, even a seemingly minor act of carelessness can have serious consequences—for example, a cigarette butt that has not been fully extinguished or has been discarded in an inappropriate place.
With messages such as “Just saying, one unextinguished cigarette can set an entire forest on fire,” the initiative aims to capture attention, spark conversation, and most importantly encourage adult consumers to properly extinguish and dispose of their cigarette butts in designated receptacles.
“When we talk about fire prevention, we often think of large-scale measures and complex solutions. The truth, however, is that many risky situations begin with something very small and part of everyday life—careless behaviour outdoors or a cigarette butt that has not been fully extinguished or properly disposed of. Through the ‘Are You Going to Tell Me What To Do?’ campaign, we want to remind people of this in a way they will hear, remember, and relate to their daily lives, while encouraging more responsible behaviour,” commented Dimitar Naydenov, Corporate Affairs & Communications Manager at JTI.
The campaign will run throughout the month of July and will highlight the risks that carelessly discarded cigarette butts can pose to nature.
“Are You Going to Tell Me What To Do?” is an awareness campaign that promotes responsible behaviour and the proper disposal of cigarette butts. In the event of a fire in forest or agricultural areas, citizens are urged to immediately call 112 to ensure a rapid response and help limit potential damage.
JTI, part of the JT Group, is a modern and dynamic international company focused on quality and innovation. The company offers its products in more than 130 markets worldwide, aiming to provide outstanding tobacco and nicotine experiences to adult consumers. JTI is the global owner of the Winston and Camel brands – the second and third largest combustible tobacco brands in the world. Other company brands include MEVIUS, LD, and Sobranie. JTI is also present in the reduced-risk product category through its Ploom brand, the Logic vaping brand, and Nordic Spirit nicotine pouches. Headquartered in Geneva, Switzerland, JTI employs over 46,000 people and was awarded Global Top Employer for the 12th consecutive year in 2026.
