Turia Pitt has penned an emotional Instagram post which has propelled an inspiring new movement into the spotlight - and there's hope it will help those most affected by the bushfire crisis.
The inspiring athlete and motivational speaker took to her social media on Monday, January 6 to pen her distress and desperation at the harrowing wildfires which are currently raging in Australia.
Turia's home in the New South Wales south coast is located in an area heavily affected by the fires, ultimately having a significant impact on Turia, her husband Michael Hoskin and their two-year-old son Hakavai.
The 32-year-old wrote: "I watched, my mouth agape, as two angry plumes from the fires north and south of us joined together over Mollymook Beach. And then, the power went out."
She continued to explain the fear she felt as she witnessed the extent of the bushfire's toll. She detailed the feeling of seeing her home becoming eerily quiet, "an apocalyptic quiet," she said.
"It's been a tough few weeks for me emotionally. I've had to focus on not letting my emotions and own experiences get the better of me."
"I'm exhausted. I feel like I've done 10 marathons. And we can't relax because it's only the start of summer, and it's not over yet. So just like in a marathon, I've realised I have to pace myself."
She alluded to her own harrowing experience in 2011, where she was caught up in a Western Australia bushfire while running an ultra marathon -she endured burns to 65 per cent of her body as a result.
"I've had recurring nightmares about running through flames with my son in my arms," she added of the current situation.
"It's been difficult to sleep, eat or think and all I've really wanted to do is tap out, put my head in the sand and pretend that nothing is going on."
And that's when the inspiring mum decided to take matters into her own hands.
Taking to her Instagram once again, Turia explained she was inspired by several other movements that have gone viral in Australia which will ultimately help to support people and businesses affected by the bushfires.
"Once these fires are finally 'over', it won't be over for many of the local businesses in fire-ravaged towns," she explained.
"A lot of these places (like my home in Mollymook, and Mallacoota, Kangaroo Island, Eden etc) rely on the tourist dollar for their very survival."
Pitt was motivated by the #GoWithEmptyEskies movement, kickstarted by Tegan Webber who is encouraging people to travel to fire ravaged towns to buy their products in bulk, as well as the Buy From the Bush campaign which has encouraged people to buy from drought-affected farmers since October.
Turia continued: "So this is what I'm doing. I've created @spendwiththem, a place to feature businesses in fire-affected towns. So, if you want to buy something (now, or in the future), check out @spendwiththem and buy something from one of these places."
Pitt continued her post: "This is a way to put money directly in the pockets of the people and communities who need it the most, and need it NOW."
"Help them rebuild. Make them feel heard. Spend with them."
She also invited businesses who have been affected to contact her to be featured - telling them to visit the page, Spend With Them.
Since her emotional post, the new Instagram page has shot up in the ranks, garnering more than 35,000 followers overnight.
Celebrities have also got on board with Turia's movement, with Lisa Wilkinson among those sharing the incredible new campaign.
"Her idea is brilliant, and it's something we can all get on board with," Lisa wrote to her 330,000-strong following.
Bec Judd and Megan Gale were also first to show their support for Pitt by sharing comments of praise on her post.
"Bless you 🙌🏼," Gale wrote to Turia, while Bec commented: "You're a good egg 😘."
We couldn't have put it better ourselves.
To find out more about how you can help rescue efforts and those affected by the bushfires, read more here.