Volunteer Fire Departments Get 'Charged Up'

Canadians asked to help "Power Those Who Protect Us"

TORONTO, Feb. 24 /CNW/ - Canada's volunteer firefighters have partnered with Duracell, a company with a dedicated history of supporting fire services while promoting fire safety, to develop a campaign that calls on all Canadians to show their support for the thousands of brave men and women who go the distance to protect more than 3,000 Canadian communities across the country whenever a fire emergency strikes.

"Volunteer firefighters are often unsung heroes in their communities. They donate their time and energy to help protect our homes and lives without asking for anything in return," said Martin Bell, president of the Canadian Volunteer Fire Services Association (CVFSA). "This campaign will go a long way in raising both awareness and much needed support for the important work that volunteer firefighters are doing every day across Canada."

Through the new Power Those Who Protect Us campaign, Canadians can support volunteer firefighters by purchasing specially-marked AA20 packs of Duracell batteries. For every pack sold, Duracell will add two batteries to a donation that will be divided among volunteer fire departments across Canada. The CVFSA will also receive a cash donation from Duracell during 2011 to support fire services in various communities. 

"Duracell is proud of its history in the area of promoting fire safety in Canada and Power Those Who Protect Us is one more way to show our support for those who do so much to protect the well-being of Canadians everywhere," said Victoria Maybee, external relations manager for Duracell Canada.

Volunteer firefighters are the heart and soul of fire departments in more than 3,000 Canadian communities across the country. They might be your teacher, plumber, home builder, or community leaders who give up their own time to train and prepare for when they are called upon in desperate times of need. In addition to their time commitment, volunteers often pay for their own fire service supplies, uniforms and training, so that they are fully prepared when trouble strikes.

"It's great to see a company like Duracell, one of our long-term fire safety partners, taking up a program to support Canada's volunteer firefighters," said Rob Simonds, president of the Canadian Association of Fire Chiefs (CAFC). "The dedicated men and women who serve in a volunteer status at our many fire departments need all of our support for the work they do."

Batteries might seem like a small item but, just as they power many important devices in our homes, batteries are the key power source in a variety of firefighting and lifesaving equipment. Communication devices and life-saving equipment like flashlights, thermal imaging cameras, chemical detectors, and defibrillators are just some examples of the battery-powered tools that firefighters use to protect the communities they serve.

For more information about the fire departments involved in the program, visit www.duracell.ca/protect

About Procter & Gamble
Four billion times a day, P&G (NYSE: PG) brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in over 80 countries worldwide Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Canadian Volunteer Fire Services Association
The Canadian Volunteer Fire Services Association (CVFSA) is a national organization created to benefit the community by maintaining and strengthening Canadian volunteer fire services through the provision of education and training, administration and organizational standards for volunteer firefighter units.

SOURCE Procter

For further information:

For more information about the Power Those Who Protect Us campaign, please contact:

Procter & Gamble Inc., 
External Relations  
Victoria Maybee    
maybee.v@pg.com
(416) 730 4793
Porter Novelli   
Andrea Farnell    
andrea.farnell@porternovelli.com
(604) 602 6401

Robyn Hunt     
robyn.hunt@porternovelli.com
(416) 422 7182

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