When we were appointed to work with West Yorkshire Fire and Rescue Service, it had been over seven years since they last recruited a full-time firefighter. Their recruitment drive was lacklustre and in need of a revamp.
They wanted us to develop a region-wide recruitment campaign to guarantee effective and sufficient cover is provided across the whole of West Yorkshire. It was imperative that the campaign challenged the stereotype of what constitutes a ‘typical’ firefighter in order attract a diverse pool of as many candidates as possible.
A full creative concept was developed to roll out across a suite of print and digital assets, including microsite, brochure, films, posters, flyers and event stands. These assets helped successfully challenge the perception of who might become a firefighter, by displaying people from all walks of life in uniform. We were also eager to emphasise the sense of pride that comes with serving and protecting your local community, as being a firefighter is so much more than just a job.