Disinfectant brand Pine O Cleen’s partnership with the Australian Red Cross for the Cleen Up Program will continue providing long-term support to disaster-impacted communities across the country.
Now in its third year, the Cleen Up Program has delivered on what was promised at launch, providing long-term recovery and resilience-building for individuals and communities. Donating up to $100,000 every year for three years, Pine O Cleen has helped the Australian Red Cross provide ongoing support to communities during the recovery process, which can span months, years and even decades.
Most recently, the Cleen Up Program supported those affected by Cyclone Alfred, which saw intense devastation with hundreds of thousands of people left without power and severe damage to their homes in Queensland and Northern NSW and continues to support impacted communities in South Australia and the Northern Territory. To assist with the clean-up in these communities, Pine O Cleen supplied cleaning and hygiene products for individuals to use within their homes and for Australian Red Cross Emergency Services volunteers to utilise at community spaces and recovery centres.
In the past year, 115,000 Australians accessed recovery activities, including psychological first aid, through community events, workshops and training across the country through the Australian Red Cross. This community-led, people-centred approach supports people and communities in preparing for the short, medium and long-term impacts of disasters and crises.
Demonstrating the importance of long-term recovery support, the Australian Red Cross remains on the ground in communities impacted by the 2022 NSW Northern Rivers and Southeast Queensland floods. Here, they provide psychosocial first aid, promote connectedness and foster the vital community networks and activities that have been shown to aid in recovery.
“While the immediate response is key to assisting communities, the most essential services are the sustained and long-term recovery support, which help truly rebuild communities and get people back on track with their lives,” said Nichola Krey, Director of Emergency Services, Resilience & Recovery at the Australian Red Cross. “Every disaster we respond to has different requirements, and we work closely with our partners to coordinate recovery efforts and services for the specific individual and community needs.”
According to Krey, the partnership with Pine O Cleen has helped maintain hygiene throughout community hubs, ensuring people are in safe and clean spaces during their time of need.
“We continue to support individuals and communities in the weeks, months and years following the initial disaster period, checking in to ensure they are doing okay and connecting them with the appropriate service and support if needed,” Krey added.
Priscilla Field, a Ballina resident, experienced the devastation of Cyclone Alfred and the 2022 Northern Rivers floods. For her, the emotional impact was as intense as the physical devastation, but it was the support from the Australian Red Cross that made all the difference.
“Australian Red Cross provided support at such a difficult time. It wasn’t just about the gift cards – it was the feeling that someone truly cared. It was comforting to know that someone had my back after being displaced from my home as a result of numerous disasters,” Field said. “Long-term support is essential, especially for young people who are still learning how to understand and respond to extreme weather events. The ongoing support and education from the Australian Red Cross help the community build resilience in preparation for the inevitable disaster events in the future.”
Throughout July, customers can participate and support the Cleen Up Program by purchasing any Pine O Cleen product at Coles instore and online. This purchase will contribute towards the Australian Red Cross’ vital work, with a donation of up to $100,000 directly supporting communities affected by disasters and other emergencies.
“For more than 70 years, Australians have trusted Pine O Cleen to help keep their homes clean and safe,” said Laurie Ferland-Caouette, Head of Sustainability at Reckitt Australia, Pine O Cleen’s parent company. “But our commitment to protecting what matters most goes beyond the walls of our homes. Through our heartfelt partnership with the Australian Red Cross, we’ve been privileged to stand beside communities in their toughest moments.”
Ferland-Caouette said that in times of disaster and recovery, it’s humbling to know that Pine O Cleen can play even a small role in helping Australians find strength, safety and a fresh start.
“Now, as many parts of the country once again face relentless rain and devastating floods, this work has never felt more urgent or more personal,” Ferland-Caouette added.
To date, Reckitt has supported Australian Red Cross humanitarian work with up to $600,000 in monetary donations and has provided hygiene and cleaning supplies to disaster-impacted communities across the country. For more information, visit the Cleen Up Program page.
Read also: Uber and Australian Red Cross announce three-year partnership
Geraldine is currently the Content Producer for Third Sector, an Akolade channel. Throughout her career, she has written for various industries and international audiences. Her love for writing extends beyond the corporate world, as she also works as a volunteer writer at her local church. Aside from writing, she is also fond of joining fun runs and watching musicals.
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