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“Don’t be a flicking idiot” is a slogan for a new Toronto Fire campaign to stop people from discarding cigarettes over residential balconies and causing preventable fires.

And the Parkdale area is specifically being targeted as an excessive number of fires are started there by smokers.

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“The leading cause of fire in Parkdale is by careless smoking. In 2013 to 2017, there were more fires in Parkdale than any other station area in the city,” said Fire Chief Matthew Pegg, adding seven lives were lost in Parkdale in that five-year period because of careless smoking.