Australia has had a catastrophic couple of weeks as it battles one of the worst bushfire seasons in history. The dire reality: four lives and 150 homes lost, and more than 350 koalas are estimated to have died in the bushfires, and there are still fires blazing across the country. 

In the midst of the bushfire crisis, acts of community resilience and kindness have spread across the country. From free food and accommodation to heartfelt support and messages for frontline firefighters and those who have lost their homes, we have all come together. 

One act of kindness that is making headlines locally and around the world is the crowdfunding appeal kickstarted by Port Macquarie Koala Hospital. At the time of writing this Passle, the not-for-profit organisation has raised over $764K via its page on GoFundMe. The money raised is being used to purchase and install drinking stations in the burnt areas to help in koala and wildlife survival, as well as to establish a wild koala breeding program. 

If we step back for a bit and think about this overwhelming response from the community, it has something to do with what we believe in, our values and our purpose. The bushfires has been the talk of the town for weeks now and for many, donating via to the Koala Hospital is our way of helping, and making a difference. 

In fact, according a recent study conducted by Hotwire Australia, High-Stakes Leadership in a Post B2B World77% of Australian consumers align their spending habits to their personal values. As a purpose driven brand, these are the same personal values that the Koala Hospital stand for, and throughout the bushfire crisis, the organisation regularly echoed and communicated this to the public. 

To learn more about purpose driven brands and how to maintain this commitment throughout crisis scenarios, get your free ticket to Hotwire Australia's Branding on the Brink event on the 3rd of December!