Pine O Cleen has announced the launch of ‘The Cleen Up Program’ in partnership with the Australian Red Cross.
According to the disinfectant brand, the three-year commitment addresses the growing need for a sustained and long-term approach to ‘disaster recovery’, the process of improving individual and community resilience following a disaster.
“Public interest in a crisis peaks at on the onset of an event and wanes relatively quickly afterwards, however The Cleen Up Program addresses the need for ongoing support long after public interest has subsided,” says Pine O Cleen.
Integral to the program is the release of ‘The Cleen Up Recovery Report 2023’. Research in the report reveals that over the past 30 years, nine million Australians – approximately 35% of the population – have been directly impacted by an extreme weather event.
“Many communities are experiencing these once-in-a-lifetime events in rapid succession, with floods and bushfires impacting some communities one on top of the other,” says Pine O Cleen.
“Disasters take an enormous financial, economic, and psychological toll with a concerning 21% of survivors from the 2009 Victorian bushfires still suffering from PTSD, depression, or stress, while the estimated economic burden of a bushfire event on the mental health of 150,000 people is $337 million.”
In addition to outlining the severe impacts of disasters in communities and personal recovery stories from community members, the report acts as a “strategic roadmap” for future recovery efforts and highlights the importance of corporate partnerships to ensure long-term and sustained efforts for those who are on the road to recovery.
Throughout November, for any Pine O Cleen product purchased at Coles, customers will contribute to a donation to the Australian Red Cross, up to $100,000, to directly support communities impacted by disasters and other emergencies in Australia.
Beyond the financial commitment, Pine O Cleen is also supplying essential hygiene and cleaning products to impacted-community members, emergency staff and volunteers.