Heritage resources are more exposed than ever to visitors. For this reason, the transmission of cultural content is not enough: the present situation demands the inclusion of some messages able to foment a sustainable relation between the visitor and the resource. And this can best be achieved with the Preventive Diffusion, a sensitizing strategy to inform and persuade visitors about the extreme fragility of the heritage resources. In addition, this strategy is a magnificent tool at the service of the corporate identity of the heritage resources and of the conservators: usually, preventive conservation actions and policies are not clear to visitors. But if they are included into the visit discourse, the public receive an accurate vision of the efforts done in that sense, and it allows them to have a clear idea of these efforts, leading to the image that they have about the resource in question and, by extension, of their conservators.