Using the hashtag #safetyselfie, the Brigade is asking the capital’s Twitter and Facebook users to post photos of themselves taking steps to prevent fires.
The campaign launches just days before firefighters are to strike over Government reforms to their pensions.
London Fire Commissioner Ron Dobson said: “With firefighters across the UK set to strike for four hours next Wednesday (25 Sept), fire safety is more important than ever before.
“Twenty million people in the UK now have smartphones and I’m calling on them to take part in our campaign by sharing a snap and using the #safetyselfie hashtag.
“This is the first time any emergency service in the UK has used selfies to promote safety and we’re really hoping the idea will catch on. If enough people take part I really believe we could prevent some fires and maybe even save lives.”
The best photos will be shared with the Brigade’s 27,000 Facebook fans and be retweeted to the Brigade’s Twitter audience of 53,500.