The Stockton City Council is considering a resolution Tuesday night that would allow advertising on the city's fire engines and trucks.
Stockton fire crews respond to an average of 110 emergencies a day.
Soon they could carry public health and safety messages sponsored by various businesses in the area.
Stockton Fire Chief Jeff Piechura says the money from that advertising would pay for fire education programs in schools.
"It provides a teacher's text curriculum as well as we'll be printing workbooks for all of the first grade students," says Piechura.
Piechura says the plan could raise between $10,000 to $160,000 a year.
"[It] would certainly help with restarting our public education programs for fire safety," says Piechura.
But he admits people would have to speed read to catch the ads.
"We'll zip by going to a call but that return trip is nice and slow and the folks can read the panels," says Piechura.
The Stockton City Council is scheduled to vote on a resolution to allow the advertising at a Tuesday meeting.
Some emergency response vehicles in Arizona and Ohio carry advertising now but Stockton would be the first city in California to allow it.