Fire Brigade Union leaders were overwhelmed at the enthusiasm and support given by Tenby people to the launch of their campaign to reduce Fire Deaths in the United Kingdom.
Tenby was chosen as the starting place for what is to become a national campaign by the Fire Brigade Union to reduce fire deaths to zero.
Fire Brigade Union leader, Andy Gilchrist, said: "Tenby was chosen as the starting point for a very serious campaign to drive down the number of people killed in fires each and every year.
"The people of Tenby have really got behind us to give the campaign the best possible start.
"Just about everyone in the town was supporting our campaign. Each and every pub supported our cause by using our campaign beer mats and staff wearing our T-shirts served drinks to customers.
"Shopkeepers, café owners, street cleaners and the local boatmen all supported our cause and even staff at the local cinema were wearing our logos.
"Tenby market was a sight to behold with every stall holder supporting our campaign."
The campaign was launched with the harbour as a backdrop by Mr. Gilchrist and Welsh Assembly Minister Edwina Hart in front of TV cameras and a large crowd of local people all wearing sweaters and T-shirts bearing the local 'No2 Fire Deaths'.
Mr. Gilchrist paid a glowing tribute to South Wales firefighter, Richard Jenkins, who had tragically died and his two injured colleagues.
As he finished his speech, local firefighters released 587 balloons to represent the number of lives tragically lost each year in fires.
Mr. Gilchrist stated that in the eyes of firefighters this figure was unacceptable and challenged the government to work with the FBU to aim for zero fire deaths each year.
Welsh Regional FBU official Simon Jenkins said: "A lot of hard work has gone into our campaign and the message started in Tenby will be spread across the country.
"The boost that we have received from the people of Tenby will ensure that our campaign gathers momentum. We are grateful for their support."