A community thank you that lasts long after the day
Every year, Thank a First Responder Day® asks Australians to recognise the service and sacrifices of our first responders and their families.
But creating a national conversation takes more than a great message. It takes the right stories, the right voices and the ability to reach communities across Australia.
For the past two years, Fortem Australia has partnered with MediaCast to help us do exactly that.
The partnership began through MediaCast’s not-for-profit grant program, Pro Bono for Purpose, giving Fortem access to specialist media expertise to help grow the reach and impact of Thank a First Responder Day.
Since then, the campaign’s media reach has grown significantly.
In 2025, the campaign achieved 659 media items, 32.3 million impressions and $1 million in advertising value equivalent. By 2026, this had grown to 1,650 media items, 96.7 million impressions and more than $2.8 million in advertising value equivalent.
But behind those numbers was an enormous amount of work.
For the 2026 campaign, MediaCast worked alongside Fortem to identify stories from across our first responder community, develop media opportunities and coordinate 67 interviews involving Fortem leaders, regional representatives, Ambassadors, first responders and family members.
The campaign reached Australians through print, online, television and radio, with coverage spanning major metropolitan outlets and regional communities around the country.
Fortem Australia CEO Mick Willing APM said the partnership had helped take the message of Thank a First Responder Day to more Australians.
‘Thank a First Responder Day is about making sure our first responders and their families know that their service and sacrifices are seen, valued and appreciated,’ Mr Willing said.
‘MediaCast has been an incredible partner in helping us take that message further. Their team understands that behind every interview and every story is an opportunity to build greater understanding of the experiences of first responders and their families.’
One of the campaign highlights was national television coverage across both breakfast TV shows, Today and Sunrise giving first responders and their families an opportunity to share their experiences with audiences across Australia. This was a particularly significant result given competing breakfast programs typically avoid covering the same stories.
Importantly, the interviews went beyond simply promoting the day. They created opportunities to talk about the psychological impact of frontline service, the experiences of first responder families and the role connection and community support can play in wellbeing.
Fortem events also provided opportunities for live crosses and on-location stories, with television crews attending events across Queensland and New South Wales, helping bring Thank a First Responder Day to life around the country.
The reach extended even further through national and regional radio, print and digital coverage, including Australian Associated Press, ABC Radio, 2GB, 7NEWS Digital, Woman’s Day, regional newspapers and hundreds of syndicated radio placements.
The campaign also generated organic media coverage, evidence of the growing awareness and momentum surrounding Thank a First Responder Day.
For Fortem, that’s what makes this partnership so valuable.
MediaCast hasn’t simply helped us generate media coverage. Their team has helped us share the human stories behind Thank a First Responder Day – giving first responders and their families a national platform and helping more Australians understand why recognition, connection and ongoing support matter.
‘The growth we’ve seen over the past two years has been extraordinary, and we’re incredibly grateful for the expertise, energy and genuine commitment MediaCast has brought to this campaign’ said Mr Willing.
Together, Fortem and MediaCast have helped make gratitude louder – ensuring more first responders and their families hear a simple but important message: Australia sees you, values you and thanks you.