Musician Arthur Brown, best known as "the God of Hellfire" from his 1968 hit "Fire", has teamed up with a North Yorkshire chimney sweep to record a Public Service Announcement warning of the fire risks posed by the current UK heatwave. The video, filmed on the North York Moors, plays on Brown's fiery stage persona to deliver a serious message about wildfire prevention during dry, hot conditions.

Brown collaborated with Greg White of Cleansweep Chimney Sweeping, based in Pickering, North Yorkshire, on the border of the North York Moors National Park. In the PSA, White warns that the moor is "very dry", while Brown, in character, urges people to stop lighting barbecues and other naked flames and not to discard cigarettes, with the pair jointly appealing: "We don't want to spark disaster."