A campaign inspired by an empty esky is gaining traction online, with the aim of helping those affected by the Aussie bushfires to get back on their feet. 

The Empty Esky campaign aims to aid the recovery of local tourism industries and small businesses by encouraging Australians to pledge a visit to a bushfire affected town in 2020 – empty esky in tow.

The campaign, which launched on Instagram, gained over 10,000 followers in just 24-hours, with social media users sharing their plans to travel locally this year.

Travel destinations include those on the South Coast of NSW, which was declared ‘open for business’ by the NSW RFS on January 11.


The campaign promises to showcase small businesses in need of support, help travellers locate safe bushfire-affected towns and invest in local products and produce – filling up their empty eskies in the process!

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