In 2020, as Australia burned, over 6,000 firefighters and first responders rushed out to battle the blazes. Risking their lives to save homes, wildlife and people. Meanwhile the rest of the nation, and the world, watched on feeling helpless.
To help, we launched a new brand platform called First Saturday. Calling on Australians to dedicate the first Saturday of every month to helping first responders by doing one small task to make their homes safer.
Each task is small, like clearing debris from the yard, trimming branches or getting safety equipment, but the impacts could be huge. CFA data reveals 85% of homes lost to bushfires are from embers igniting debris in uncleared gutters and lawns, resulting in over 3,000 homes being lost last summer.