ThinkOTB Agency

Warming up firefighter recruitment

Our challenge

At the time ThinkOTB were appointed by West Yorkshire Fire and Rescue Service to develop a region-wide recruitment campaign, firefighters were retiring in numbers and no active recruitment had been done for some time. It was clear that an effective campaign was required to attract new recruits. WYFRS needed to ensure that an effective and safe level of whole time firefighter cover was maintained across West Yorkshire. Recruitment was down and in need of a refresh.

Our creative thinking

ThinkOTB delivered an integrated regional campaign that was rolled out across a suite of print and digital assets such as a microsite, brochure, film, posters, flyers, social and events. The creative concept challenged the stereotype of a ‘typical’ firefighter.

The aim was to attract a diverse pool of candidates, specifically appealing to women and BAME communities, emphasising the pride that comes with serving and protecting your local community. The result was a huge uplift in applications. Other brigades then adopted the campaign to drive their own recruitment.

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