Mattel has pledged up to £10,000 for the Disasters Emergency Committee to support the Coronavirus effort through UK charities that work abroad.

Modern day heroes

£1 will be donated to the DEC Coronavirus Appeal for every picture drawn by children of their modern-day hero and posted on social media using the hashtag #FindTheHero, up to £10,000

The campaign launched this week on the back of research commissioned by Fireman Sam showing that 36 per cent of the UK public have changed their views on what defines a hero due to the events of 2020.

What makes a hero?

Determination, honesty, and integrity are now among the top attributes of a hero – with 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.

Helen Genia from Mattel said, “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.”

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”.