FAQs
We welcome participation from all retailers across Australia, however please note that only ARA members will be profiled on the official campaign website and featured in any official campaign advertising or promotion.
Participating non-members may choose to advertise their involvement through their own marketing channels.
If you are not currently a member of the ARA, please contact us here.
Each year, First Responders Day is celebrated to honour the bravery, dedication, and contribution of first responders in protecting the Australian community during times of crisis. In 2024, First Responders Day falls on Thursday 16 May 2024.
The event aims to bring together retailers, big and small, to show their appreciation to first responders by providing special offers to these workers at all participating Australian retail stores.
First responders are ordinary people who display extraordinary courage in the face of danger to protect and save others. Whether they work in the field daily or respond to emergency situations as needed, they all share a selfless commitment to serving the community.
First Responders Day is an online and in-store event that fosters closer connections between first responders and the retail industry. By extending a heartfelt “thank you” to these heroes, we acknowledge their essential role in safeguarding our society.
This year, First Responders Day will be occurring on Thursday, 16 May 2024.
First Responders Day is an initiative of the Australian Retailers Association, proudly sponsored by American Express.
For the purposes of this campaign, First Responders include:
• Medical and healthcare workers: nurses, doctors, paramedics and ambulance/paramedic staff
• Police personnel
• Firefighters
• Defence force personnel
• Border force personnel
• SES
• CFA
• Marine rescue teams
• Lifesavers
• Surgeons and hospital staff
• Quarantine workers
By participating in this campaign, you must honour all offers to all categories of First Responders listed above.
The ARA is driving a national publicity campaign around the event through media, social media and direct communication channels. Participating stores are also encouraged to promote their offer via their advertising channels their website, social media and in-store to promote the day.
Participating ARA members will be able to access a digital advertising kit and you are encouraged to use your own promotional collateral and channels – website, social media and in-store to promote the day.
Retailers may choose to print the ARA promotional materials, however, the ARA will not be providing printed materials.
#FirstRespondersDay
To simplify the ID verification process for First Responders’ Day this year, the ARA has engaged Blue Light Card as our official verification partner.
Blue Light Card facilitates a simple and legitimate way for retailers to offer exclusive discounts and free offers to first responders as a way of saying “thank you” for all they do in the community. Their additional verification technology ensures that only eligible first responders receive discounts.
Before first responders can receive membership, their ID is personally verified by the Blue Light Card team. Once verified, each member receives a membership number and a digital Blue Light Card which is then provided to your store staff as proof of eligibility.
For retailers preferring digital integration, Blue Light Card can facilitate this app to app, app to POS or app to online.
Please register your interest in participating in First Responders’ Day and in working with Blue Light Card to ensure only eligible first responders are rewarded. Their team will reach out shortly afterwards to arrange a call to discuss options for integration.
Contact Blue Light Card here: verify@bluelightcard.com.au
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Important note: Due to Australian Federal Police (AFP) policy, AFP Members will need to identify themselves using their association card or a digital/printed First Responders Day email from the Australian Federal Police Association (AFPA), rather than their AFP photo ID or police uniform. Please advise all staff that this form of identity will be used for AFP members.
FAQs
Each year, First Responders Day is celebrated to honour the bravery, dedication, and contribution of first responders in protecting the Australian community during times of crisis. In 2024, First Responders Day will fall on Thursday 16 May 2024.
The event aims to bring together retailers, big and small, to show their appreciation to first responders by providing special offers to these workers at all participating Australian retail stores.
First responders are ordinary people who display extraordinary courage in the face of danger to protect and save others. Whether they work in the field daily or respond to emergency situations as needed, they all share a selfless commitment to serving the community.
First Responders Day is an online and in-store event that fosters closer connections between first responders and the retail industry. By extending a heartfelt “thank you” to these heroes, we acknowledge their essential role in safeguarding our society.
This year, First Responders Day will be occurring on Thursday, 16 May 2024.
First Responders Day is an initiative of the Australian Retailers Association, proudly sponsored by American Express.
For the purposes of this campaign, First Responders include:
• Medical and healthcare workers: nurses, doctors, paramedics and ambulance/paramedic staff
• Police personnel
• Firefighters
• Defence force personnel
• Border force personnel
• SES
• CFA
• Marine rescue teams
• Lifesavers
• Surgeons and hospital staff
• Quarantine workers
Promotions are at the discretion of the individual retailer, however we have selected Thursday as timing given the late night shopping provisions in most areas. Some participants may wish to extend their offering over the weekend. Please contact the participating store to enquire.
Each participating store is offering a special promotion to First Responders on the day. These offers will vary from store to store.
To simplify the ID verification process for First Responders’ Day this year, the ARA has engaged Blue Light Card as our official verification partner.
If the store has integrated with Blue Light Card, the store staff will guide you to either show your digital Blue Light Card or enter your membership number into the POS system.
You can sign up for a Blue Light Card for FREE closer to First Responders Day here.
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Important note: Due to Australian Federal Police (AFP) policy, AFP Members will need to identify themselves using their association card or a digital/printed First Responders Day email from the Australian Federal Police Association (AFPA), rather than their AFP photo ID or police uniform. Please advise all staff that this form of identity will be used for AFP members.
To simplify the ID verification process for First Responders’ Day this year, the ARA has engaged Blue Light Card as our official verification partner.
Blue Light Card members each have a unique membership number. If a first responder wishes to purchase from an online store and the retailer is integrated with Blue Light Card, first responders will be able to enter their Blue Light Card membership number at checkout. The discount or offer will then be applied.
You can sign up for a Blue Light Card here.
Not on this day – although some limits may be imposed by particular stores to reduce obvious hoarding.
The ARA is not associated with any individual offers, so please contact the store directly for more information on a particular offer.
Benefits of being involved
Registering for First Responders Day is a powerful way for businesses to show appreciation for the dedicated individuals who serve as first responders.
By participating, businesses not only express gratitude but also build positive relationships with local emergency services, enhancing their public image and brand reputation. It’s an opportunity to actively engage with the community, fostering unity and showcasing corporate social responsibility. Supporting first responders not only honours their crucial role but also creates a positive impact that resonates with both employees and customers.
It is vital to continue to thank our first responders, who have steered us through a global pandemic and unprecedented natural disasters in recent years. First Responders are grappling with ‘perma-crisis’ environment and we owe an enormous debt of gratitude to our first responders for making that possible.
- Paul Zahra, Australian Retailers Association,
Chief Executive Officer
Contact Us
Do you have a query? Contact our team at frd@retail.org.au
For media enquiries and interview opportunities, please contact the ARA media team at media@retail.org.au
