Leuze firefighters use humor to promote local businesses in 2027 calendar

The Amicale of the Leuze fire station in Wallonie picarde, Belgium, features 80 members in a humorous 2027 calendar to support local commerce.

Hugues Halluin, the secretary of the Amicale and a volunteer firefighter, led the initiative to move away from traditional photos of fire interventions. The group chose to feature firefighters in absurd situations at local partner shops. These scenes include firefighters using foam sprayers at a hair salon or using chainsaws at a florist.

The project gained momentum after members saw French calendars that integrated local commercial activities with firefighting themes. Local businesses, including Leonidas and Air d'Ailleurs, cooperated by providing space and props for the photos. The fire station's leadership granted the group permission to use operational equipment and vehicles for the shoot. The Amicale sells the calendars starting at 3.50 euros to fund community actions such as the Sainte-Barbe banquet and staff gifts for Noël and Pâques.

Sponsors cover 75 percent of the printing costs. The group plans to continue this theme next year and keep a stock of unpublished photos for future use.