A 53-year-old woman died in a house fire in Glasgow on Christmas Day.
An elderly man died after a fire in his home and an elderly woman was pronounced dead at the scene of a third blaze.
Now Strathclyde Fire and Rescue (SFR) Chief Officer Brian Sweeney has repeated his call for the public's help to fight fires. Mr Sweeney said: "There have been three fire deaths over the festive period, which are still being investigated, but they are an opportunity to remind the public to be vigilant.
"Your home should be a safe place but this is where fires are occurring and people are being injured.
"Our festive campaign asks people to look out for each other and take note of vulnerable neighbours who may need extra help."
Firefighters were called to a blaze in Corbett Place, Tollcross, Glasgow, where the 53-year-old woman was found suffering from severe smoke inhalation.
Crews quickly found the woman in the house but she was pronounced dead at the scene.
An elderly man was rescued from a fire in Larkhall, North Lanarkshire, on December 23 but he died in hospital on December 28.
And firefighters were called to a blaze at Burns Street in Levenvale, Alexandria, West Dunbartonshire, on December 29. An elderly woman was found in the house and pronounced dead at the scene.
Mr Sweeney said: "Information about fire safety is on our website or people can contact their local community fire station for a free home fire safety visit.
"Although we have come through the main part of the festive period, it is important still to look out for your neighbours, particularly those who are vulnerable."
Fire bosses, backed by the Evening Times, launched a hard-hitting campaign with the ambitious target of cutting the area's accidental fire deaths to zero.
STRATHCLYDE Fire & Rescue is urging members of the public to "Join The Fight Against Fire".
The campaign aims to highlight how the organisation can support older people – helping them to live in their own homes safely – by delivering tailored fire-safe solutions.
They also want to encourage people to keep themselves, their neighbours and their communities safe.
Call 0800 0731 999 or text CHECK to 61611 for more information.