For almost 36 years, a creative team has designed photo shoots to showcase bare-chested heroes. The steamy snaps of buff bodies gracing glossy calendar pages were a staple for the fundraising efforts of the Calgary Firefighters Burn Treatment Society (CFBTS).
But the ‘Hot Stuff’ project may be a little too hot for the current times. CFBTS president Thomas Kerr says they wanted to end the fundraising initiative on their own terms before it was extinguished by critics. “Our product is no longer relevant,” admitted Kerr. “30 years is a long time.
Today isn’t the 80s or 70s and we are going to produce a product for all of Calgary.” Tara Walmsley, a firefighter who works for CFBTS and has also been showcased in the calendar, said the project has been a labour of love but understands the perception. “Society is changing and it’s not as welcome as it used to be.” Walmsley said. “People can’t post (the calendar) in their workplace.
It generally gets hidden.” The plan is to evolve and broaden the base of support. “It is harder for big corporations to back it.