The giant bright red-and-blue billboards offer a simple message that officials hope will capture people's attention, and save lives.
The three signs — all under the heading "Fire Safety Tips" — read "Install Smoke Detectors. Test Monthly," "Get your Furnace Check" and "Have a Fire Escape Plan. Get Out & Stay Out."
"We want to expand our 119-person department to 3,119 because we just trained the citizenry in all these things they can do," said Assistant Fire Chief Don Mareno.
He said the billboard campaign marked the first time the city has used this type of advertising to spread the message and move people to action as part of October's Fire Safety Month.
The city received a deeply discounted rate from the Lamar Advertising Company on the billboards, which will remain up until the end of the month, Mareno said.