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Second annual First Responders Day to celebrate frontline workers

Retailers nationwide will honor Australia’s emergency response personnel as part of the second annual First Responders Day tomorrow, Thursday 24.

The event was put forward last year by the Australian Retailers Association in an effort to thank the frontline men and women who had been risking their lives to keep Australians safe throughout the Covid-19 pandemic.

“Unfortunately, emergency responses have become a way of life for Australia as we continue to battle the Covid pandemic, alongside bushfires and floods which have ravaged our towns and communities,” said ARA chief industry affairs officer Fleur Brown.

“We’ve had a huge response from retailers with thousands of stores across the country making unique offers available for first responders. From homewares and electronics to fashion, food, beauty products and drinks – no matter what you’re interested in, there’s sure to be an offer to match.”

Retailers including David Jones, Myer, Rebel, The Good Guys, H&M, Camila and The Iconic are putting forward deals and offers for frontline workers to access. Eligible workers, which includes nurses, ambulance staff, doctors, SES, lifesavers and quarantine workers, will need to identify themselves to retail staff: either by bringing a work ID or by shopping in their work uniform.

The Iconic chief executive Erica Berchtold said the pureplay business is thrilled to be taking part.

“For our frontline professionals and volunteers, the last 12-months have been particularly demanding and this important initiative provides the retail community an opportunity to give back and show our appreciation,” she said.

St. John Ambulance Australia chief executive Len Fiori welcomed the support, and that it is incredibly encouraging to see so many retailers celebrate Australia’s first responders.

“This initiative recognises the extraordinary dedication, passion, and commitment of all our first responders who spend every day helping others,” Fiori said.

“The past year has been one of the most challenging in our history and our first responders have stepped forward each time we have needed them.”

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