BeREADY, Amorepacific’s makeup brand for male Gen Z, donated one mental health diagnosis equipment and 71 treatment devices for our society’s hidden heroes, firefighters.

This is part of BeREADY’s ‘Save the Heroes’ campaign. The campaign was designed to help the heroes of our society who make sacrifices and yet struggle without help. The first group of heroes BeREADY chose for the campaign was firefighters. In December last year, the brand signed an MOU with the Korean Society of Retired Fire Officers and promised to donate 5% of annual revenue in support for a program for firefighters’ mental health.

According to the National Fire Agency, there are more than 10,000 fire officers who have been diagnosed as PTSD risk group in the recent 5 years. Firefighters who frequently experience brutal situations and work long-hour shifts are 10 times more likely to be diagnosed with PTSD compared to the average person. On the other hand, the budget for programs strengthening stress resilience to prevent PTSD decreased from KRW 930 million in 2018 to 700 million in 2019.

BeREADY carried out various activities to raise awareness of the challenges our firefighters face. And as part of that effort, a supportive video released this year gained a lot of attention, recording more than 1 million hits. At the donation delivery ceremony, which was held at Changwon Fire Service Headquarters on November 5, a ‘BeREADY cheer TV’ containing contents of support for firefighters made with comments below the supportive video was delivered as well. The TV was installed at the corridors of the headquarters for working firefighters to see every day, adding to the touching sentiment.

BeREADY will continue its ‘Save the Heroes’ campaign in finding struggling hidden heroes of our society.