Fireman Sam has launched a new campaign to help raise funds for the DEC Coronavirus Appeal.
Fireman Sam
The much-loved children's show is helping to shine a light on the friends, family members and frontline workers who have gone above and beyond amid the current health crisis.
Helen Genia, the head of UK licensing and hardlines at 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.
"Not only that, 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."
The Coronavirus Appeal supports 14 leading UK aid charities in raising money at times of humanitarian crisis in poorer countries around the world.
The money is geared towards providing families with clean water, soap and information on keeping themselves safe, while also providing equipment and supplies for frontline medical and aid workers.
The launch of the campaign followed research showing that 36 percent of the UK public have changed their views on what defines a hero due to this year's events.
According to the survey, nurses, doctors, and the fire service are now considered to be among the most heroic jobs with the public.
Helen Genia from Mattel added: "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."