It wasn't a particular image of the wildfire that jumped Rod Duerksen into action.
"It could easily enough be us," said the Prince Goerge resident of the Fort McMurray fire that burned through the city Tuesday. "It could be my family sitting on the side of the road."
He had the truck, the 20-foot trailer, and he had connections to other Ford owners in Alberta who were rallying to bring fuel and donations to those in need.
So Duerksen put a simple post out on the Hell Yeah Prince George Facebook page: "I'm planning on heading out to Ft Mac today to help out with food water and fuel."
Why him?
"It needs to be done," said Duerksen as he unrolled a massive tarp to protect the pile of donations waiting for him at the parking lot near the Visitor Information Centre.
He has a small freight hauling business, Redline Deck Service, so he had the capacity and could make the time.
The Vanderhoof and Districts Co-op donated 792 litres of fuel and another person gave $300.
He's not sure where the final destination will be, but plans to help people who are stranded on the side of the road.
He's not sure how long he'll be gone.
"As long as it takes," he said.

His friend Katie Blight was waiting in the parking lot early for people to drop off donations, which came from more than a dozen people.
She said it was just like Duerksen to do something like this.
"He'll be wearing his last shirt and he'll give it to you," she said.
Like Duerksen, she doesn't know anyone close who was affected, but she still felt connected to the community's plight.
"People are walking away from their farms and everything they worked for," said Blight, who lives in Buckhorn and wondered aloud what she'd do about her 30 chickens and pair of goats.
"I might remember diapers," she said touching the pile of donated Pampers near her three-year-old son, seated in the trunk of her car.
"But how many would I grab? People are literally leaving with nothing."

Katie Shelton couldn't sleep Tuesday night after seeing the fire burn through Fort McMurray, so when she woke up Wednesday she decided she would help.
She called Costco to see if it would donate some water.
Instead, Costco offered a $500 card instead, so she got to shopping, picking up essential supplies: toilet paper, formula, tampons, soap, toothbrushes, granola bars, dog food and more.
"We could have been them," said Shelton, who packed small zip lock bags full of hygiene supplies with Blight and Dave Tucker.
"It doesn't matter how big the country is, everybody's connected," Tucker said.
Trip two
Another group is preparing to send more donations on Friday.
Shawn Peters set up the Facebook group PG Supports FTMac early Wednesday to try to coordinate all the efforts of locals trying to help the more than 80,000 who evacuated Fort McMurray.
"We are looking for basic hygiene," said Peters, like toothbrushes, soaps, mouthwash, women's products, clean blankets, toys clothes, water and food.
That can all be dropped up at the Kinsmen Community Complex, which donated its space, from 9 a.m to 8 p.m. today and from 9 a.m. to 3 p.m. on Friday before the van leaves.
"If people want to volunteer, they can show up and I'll be more than happy to put them to work."
Peters said as it stands, a van will be going, but they are open to others offering to drive or a company donating a truck for bigger capacity.
"We do need volunteers to so please show up."
Peters can be contacted at 778-281-0074 or the other organizer, Dorrinda can be contacted at 250-981-4325.
The Red Cross is accepting $5 donations by texting "redcross" to 30333.
Updated: A previous version of this story said the Vanderhoof Co-op donated 500L of fuel, when in fact it donated 792 L.