Rumours spread like wildfire — and rumours about wildfire are no exception. In Canada’s westernmost province, the BC Wildfire Service is taking to its social media channels to tackle misinformation with an unlikely tool: kindness. Take the term “human caused.” Wildfire agencies use it to describe all wildfires that aren’t started by lightning, but many people have incorrectly conflated that with arson and the idea has taken hold. …This year, you’ll see the government account responding to those comments with a playful, gentle tone and a wealth of facts. Jean Strong, a digital communications officer with the government agency, says her team is trying a new tack this year, after successfully experimenting with the approach during the 2024 wildfire season. …The end goal is to increase public understanding about both the basics and complexities of wildfire science and response, she says.