THERE IS NO 
good smoke

Change your perception of the innocent image of a wood fire

The positive image associated with fire, particularly wood burning, can be a barrier to the perception of health risks. Research in environmental psychology showed that decisions about wood use are often based on positive feelings rather than a rational risk assessment. This misperception leads to wood smoke being viewed as less harmful than other forms of pollution, despite the lack of evidence to support this idea.

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To change behavior and raise public awareness of health risks, it is therefore necessary to change the positive image associated with fire. Awareness campaigns must take this aspect into account and devalue the comforting fire by altering its image. Like anti-tobacco campaigns that have succeeded in changing behavior by stigmatizing cigarettes, it is essential to target the hearth, smoke and fine particles rather than stigmatize users in our opinion.

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We had fun making some comparisons in order to illustrate the point... No one should be insensitive to the comparison of such images which create paradoxes in us. Our comforting childhood memories cradled by the fire collide to the negative mental images we have of air pollution.