California Mountain Area Safety Taskforce needed a fire safety education campaign based around public relations and special events. The objective for New West was to educate mountain residents in San Bernardino and Riverside counties about the severity of fire danger caused by bark beetle infestation and a prolonged drought. We branded the program and created a theme to unite residents to overcome regional challenges. Some of the tactical work was creating and distributing a calendar, host media/community events, compose direct-mail newsletters, attending fairs and festivals to disseminate information and more. As a result, total audience impressions for the first year exceeded 24 million and calls to local information lines increased to five times the normal level.