I'd like to think that "if I was on fire" I'd piss all over myself. Shit, it's the least I can do.
Having never actually ever been on fire myself, nor ever actually ever seen anyone on fire, I'd like to think of Stop, Drop and Roll without any help from others as I piss on my self, thank you very much anyway.
(what could be worse than burning alive?)
Fun fact; drowning is "believed" to be a relatively "pleasant" way to go out. Calming, relaxing and often euphoric feelings have been reported by survivors. No good stories ever come from fire survivors.