Los Angeles Fire Department Case study
Wearing Your Strength on Your Sleeve
The Challenge
The city of Los Angeles needed to recruit firefighters that better reflected the diversity of the city. They had a distinct goal to recruit more women and people of color to the department.
The Insight
What unifies firefighters beyond race or gender are their distinct values. Strength, grit, compassion—these are the values firefighters uphold and want to attract in their recruits. Veterans, former athletes, lifeguards, and nurses often share these values and characteristics but may not think of themselves as firefighter material. So we wanted to depict them as being perfectly suited to a career with the LAFD.
The Solution
The badge on every LAFD firefighter’s sleeve is one we wanted to suggest could be worn by people with unrelated, but relevant, experience and values. Our campaign championed what it means to wear the badge and targeted a unique audience: former college athletes, former veterans, nurses, and lifeguards. We reflected these professions across diverse talent in our advertising, wearing the LAFD patch on their arms so that our audience could see people like themselves wearing it. In addition to our advertising campaign, we also helped secure a partnership with the L.A. Sparks to further promote the LA Fire Department to women and women athletes.
services
- Integrated Strategic Planning
- Out-of-Home
- Paid Social
- Digital
- Brand Partnerships
- Landing Page Design
- Shoot Planning and Production
- Media Strategy, Planning, and Buying
