The Bombeiros in Beja have made a simple yet foolish PR error by allowing its volunteer members to drive around in a staff van with Bombeiros Voluntários Beja decals broadcasting a bullfighting event.
The vehicle belongs to the Humanitarian Association of Volunteer Firefighters of Beja, and was used to advise of a bullfight taking place earlier in October.
The vehicle of course was photographed and used in a complaint by the anti-bull fighting action website, Basta.
The site explains that the van was "equipped with sound equipment and advertising material referring to the forthcoming running of the bulls with proceeds going to CerciBeja and Bombeiros Voluntários Beja held last Sunday, October 19, 2014, the vehicle travelled around the city streets for several days announcing the bull fight."
Basta also states that "the case has already been reported to the competent national authorities as well as the Comando Distrital de Operações de Socorro de Beja (District Command of Relief Operations in Beja)."
Portuguese website Tugaleaks contacted the Volunteer Firefighters of Beja which commenetd "these festivals are essential to undertake charitable fundraising for various purposes, and in this case, to purchase equipment for firefighters" and therefore, "the vehicle intended to transport personnel and was legitimately used by managers as drivers, which also is quite legal, and was aimed at raising funds that is even more legitimate and also is legal."
The Bombeiros, seemingly unaware of their public relations blunder and lack of thought commented that they had nothing against those who do not like bullfighting, but they were raising money to support people who need their services.
This fallacious argument, linking death by fire as a reason to support bullfighting, does the fire service no favours against a backdrop of fewer and fewer bullfights taking place in Portugal year-on-year with supporters dwindling in numbers.
In 2000 there were 360 events against 372 in 2002. In 2013 there were only 241 performances.
While in 2002 there were about 620,000 spectators, in 2013 there were only about 440,000, the largest decrease was recorded between 2011 and 2012, a loss of 21% in spectator figures.
The firefighters’ motto ‘Vida por Vida’ rings hollow when the life of the bull means so little against a backdrop of the synthetic machismo of the Beja firefighting service linking the heroism of the torreador with their own dangerous role.
The two activities are polar opposites - bullfighting is the voluntary infliction of pain on a helpless animal, the other is the humanitarian role of firefighters in saving lives.
How the two can safely be linked is a PR conundrum that the Beja firefighters have yet to resolve.
