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STAFF at Bendigo Distribution Services have placed 4000 red balloons in copies of today's edition of the Bendigo Advertiser.
The Thank You Fireys balloons are part of the National Red Balloon Day campaign on February 28.
Customers who receive a balloon are encouraged to display them out the front of their houses, businesses or workplaces in support of the country's firefighters tomorrow.
Another 2000 red balloons will be given away to people who buy the Bendigo Advertiser from retailers around the City of Greater Bendigo.
Bendigo Distribution Services managing director Jerome Tauelangi said he could not imagine what regional and rural, cities and towns would do without firefighters.
"It's a cause that is pretty important to everyone in Bendigo, especially after what happened on Black Saturday," he said.
"It's one of those things that every business across Bendigo should get involved in - in some way or another.
"How they do it is up to them but at the end of the day it's something that really is important."
Mr Tauelangi said he had never had a personal experience with firefighters but said he had learnt a lot from Black Saturday.
"My experience is thinking back to Black Saturday and what they did," he said.
"Black Saturday really highlighted (what sort of role) volunteers and firies play within our communities."
Mr Tauelangi said firies deserved a day of recognition and said his staff did not mind adding a little extra work to their jobs.