More than 200 stores in upstate New York - 150 Dunkin' Donuts and 86 Nice and Easy shops - will post lawn signs and give out pamphlets to help promote the need for volunteer firefighters. Ads also will appear on Facebook and Twitter.
Fire departments also will conduct tours of their firehouses and allow visitors to try on gear the weekend of April 27-28.
The number of volunteer firefighters serving throughout New York state has declined by roughly 20,000 the past 15 years.
The partnership is being announced Thursday afternoon at the Solvay Fire Department just outside Syracuse.
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