Activities & Days Out / 19 October, 2020 / Ellie Thompson

Fireman Sam Launches Modern-Day Heroes Campaign For Disasters Emergency Committee Coronavirus Appeal

Fireman Sam and his real-life firefighting team has just launched its Modern-Day Heroes campaign in a bid to raise vital funds for the DEC Coronavirus Appeal.

Forget damsels in distress and knights in shining armour, the Fireman Sam Modern Day Heroes appeal is a chance to shine a spotlight on the friends, family members and frontline workers who have gone above and beyond to help others this year.

Fireman Sam’s Modern-Day Heroes Campaign

Fireman Sam is inviting your children to draw their very own modern-day hero, and post it on social media using the hashtag #FindTheHero. They’ll donate £1 to the DEC Coronavirus Appeal for every picture, up to £10,000.

In addition, Fireman Sam and the team in Pontypandy will present 50 of the nation’s heroes with a medal especially commissioned for the campaign.

What’s a modern-day hero?

The campaign came about after Fireman Sam’s research found that 36% of the UK public have changed their views on what defines a hero as a result of the pandemic.

Helen Genia, Head of UK Licensing and Hardlines EMEA, Mattel, says: “There’s no doubt there has been a shift in what is considered a hero, never more so than this year. Children will grow up in this era, not just thinking about the traditional superheroes like those to look up to, but many of those in services such as the NHS that serve us so well. Not only that, there’s clearly more of an appreciation for the ‘everyday hero’ working hard without a pat on the back each and every day from supermarkets to home deliveries.”


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Recognising the efforts of everyday heroes

Helen Genia from Mattel adds: “It’s clear those who put themselves on the frontline don’t always get the recognition they deserve. As a result, to show our appreciation, we are proud to launch ‘Fireman Sam Modern-Day Heroes Campaign to recognise the efforts of the everyday heroes who have been nominated for their recent hard work and bravery.”

Celebrating everyday heroic acts

A poll of 2,000 people revealed the everyday acts which are now considered ‘heroic’, such as directing traffic after an accident or helping someone with a flat tyre. Determination, honesty, and integrity are now among the top attributes of a hero. Only seven per cent now considering physical strength a modern hero characteristic.

Nurses, doctors, and the fire service are the most heroic jobs of the modern age, with waste collectors, delivery drivers and supermarket workers also highly commended by the public. More than a third (34 percent) tipped their cap to supermarket workers – and 28 percent said delivery drivers have put in valiant efforts.


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One in five (22 per cent) consider waste collection teams to be heroes, and a quarter (25 per cent) said the same of the fire service. 72 percent think we need to celebrate the heroic things people do more, with 18 per cent being seen as someone’s hero in recent months. Given those stats, we think #FindTheHero is a fabulous opportunity for you to shout loud about the people in your life that have made a difference to you this year.

About the DEC Coronavirus Appeal

The DEC Coronavirus Appeal supports 14 leading UK aid charities in raising money at times of humanitarian crisis in poorer countries. The funds will help provide families with clean water, soap and information on keeping themselves safe, equipment, and supplies for frontline medical and aid workers to care for the sick and vulnerable; and ensure families get enough food to help prevent malnutrition.

Saleh Saeed, Disasters Emergency Committee CEO, said: “We are proud to be partnering with Fireman Sam Modern-Day Heroes Campaign to honour the importance of frontline heroes, keyworkers and communities. On behalf of the DEC and our member charities, I would like to say a big thank you for your generous support of the DEC’s Coronavirus Appeal and helping to highlight the importance of frontline medical and aid workers who are supporting people living in the world’s most fragile places as they face Covid-19”.


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