Red Tuesday, Ash Wednesday, Black Saturday. When there’s a day of natural disaster in Australia, the media gives it a name. In 2020, NRMA Insurance launched a day of prevention, First Saturday. The initiative asks Australians to dedicate the first Saturday of every month to helping first responders by making their homes safer.

To inspire participation, the launch film featured real firefighters from Australia's recent bushfires being called to a replicated emergency. For the first time, the nation got a realistic glimpse into what first responders face, seeing them not as superheros, but human beings that need help too.