Fire and Rescue Service launches campaign on cell broadcast alerts for emergencies

Latvia's State Fire and Rescue Service (VUGD) is running a public awareness campaign called "Pamanu. Saprotu. Rīkojos." (roughly "I notice. I understand. I act.") until 29 November. Its first stage focuses on the country's early warning tools, above all cell broadcast – alerts that reach people's mobile phones when a threat arises. The aim is to improve public understanding of how to act in a danger situation, including when evacuation is necessary.

What the campaign will explain

The first stage, titled "Notice", deals with how residents are informed about various threats and what action is required. The campaign will describe how cell broadcast works, what the different alert levels mean and what other ways exist to learn about a threat. VUGD stresses that received alerts must not be ignored: they should be read to the end and the instructions followed.

Activities and materials

Planned activities include a five-episode mini-series about cell broadcast alerts and how people should behave in threatening situations. Campaign messages will appear on television, radio, digital media and social networks.

Separate materials have been prepared for children and young people: a story book, worksheets, a knowledge test on the "Uzdevumi.lv" website and a game on the "Roblox" platform. They are meant to help young people learn about cell broadcast alerts and the correct response.

Next stages

The campaign is carried out within a joint Latvian-Lithuanian civil protection project. It is the first of three interlinked public awareness campaigns. The following stages, planned for 2027, will address the resilience and readiness of homes and families for emergencies, as well as how an evacuation proceeds and what action is needed.