£1 will be donated to the Disasters Emergency Committee Coronavirus Appeal for every picture drawn by children of their modern-day hero and posted on social media. 

Fireman Sam has launched the Modern-Day Heroes Campaign in a bid to raise vital funds for the DEC Coronavirus Appeal, while also shining a spotlight on the friends, family members and frontline workers who have gone above and beyond to help others this year.

£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 £10,000 in total. 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.

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. It will also ensure families get enough food to help prevent malnutrition.

The launch of the campaign follows new research commissioned by Fireman Sam. 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. The study found that 36% of the UK public have changed their views on what defines a hero due to the events of 2020. Determination, honesty and integrity are now among the top attributes – with only 7% now considering physical strength a modern hero characteristic.

The study also revealed nurses, doctors, and the fire service are the most heroic jobs of the modern age, with these roles proving most courageous in recent months. More than a third (34%) also recognised supermarket workers - and 28% said delivery drivers have put in valiant efforts.

Helen Genia, head of UK Licensing and Hardlines EMEA, Mattel, said: “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. 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.”

It also emerged being helpful, having a moral compass and being selfless were traits adults thought best to instil in children from a young age. And 74% of those polled thought it's essential for children to see a diverse range of heroic role models in the tv shows they watch.

Helen 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.”

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.”

To read more about Fireman Sam and the latest developments for Mattel's other brands, click here to read Toy World's Mattel supplement.