Every year, natural disasters put Australian homes and first responders at risk. Instead of just helping afterwards, NRMA Insurance created a day to help before. First Saturday asks Australians to dedicate the first Saturday of every month to doing one task to make their homes safer, and prevent first responders being called to danger. Every month an integrated campaign showed people why they should get involved, then gave them the tools to help. Results include: 28% of Aussies checking fire blankets, 28% uplift in gutters cleared, over 2.3% in market share and more than 1.3% in policy renewals.