WA is preparing residents for a high-risk bushfire season with a media blitz to raise awareness, while Victoria has gone on the attack with the formation of a fleet of 50 firefighting aircraft.

WA Emergency Services Minister Francis Logan launched an updated "I Am Fire" bushfire advertising campaign on the first day of summer after a survey found only a third of West Australians accept they are at risk of bushfire, despite the state being 90% bushfire-prone.

The survey also found only 18% of households in WA have made a bushfire plan.

"Given what we have seen already in the eastern states, no-one can afford to be complacent and think it won't happen to them,” Mr Logan said. "These fires are getting bigger, running faster, lasting longer and can be unstoppable despite significant resources. Our climate is changing.”

The campaign urges all residents to create a plan if they live in, or travel to, bushfire-prone areas, which can include parts of metropolitan Perth.

In Victoria, a record fleet of 50 firefighting aircraft was unveiled on Thursday at Avalon Airport.

Two large air tankers able to carry up to 15,000 litres of water or retardant each have been secured for the summer, and will be based at Avalon. In addition, two Air Crane helicopters, based at Essendon and Moorabbin, can carry up to 7500 litres of water and support other aircraft that are being positioned across the state. Apart from fire bombers the fleet also includes air supervision and intelligence-gathering aircraft.

Guides to creating a bushfire plan are available at Firechat.wa.gov.au and www.vic.gov.au/knowfire.