I sort of guess that people that have never had a fireplace ,, much less lived in a high fire danger area.. do not know about the danger of ashes. They will smolder a bit in your fireplace for a day or two after the fire seems long out.
Perhaps we need a slogan... something like "SAVE YOUR ASH."
Course, that doesn't tell them what to do with it. Maybe "Can Your Ash." (CYA) I dunno. best, cheryl o7o