• LAFD | DIGITAL & OOH

    A BOY’S CLUB AND
    FEMALE BAD-ASSERY

A RECRUITMENT EFFORT AND
A TRUE REFLECTION OF OUR CITY

Long considered a boys club, the Los Angeles Fire Department needed to inspire women and people of color to join their ranks—so that the department could better reflect the city it serves.

Outdoor billboard of LAFD recruitment campaign featuring a basketball player
A female soccer player with an upper arm tattoo of an LAFD badge kicks a ball to "Wear Your Passion On Your Sleeve"
An athletic woman with an upper arm tattoo of an LAFD badge performs push-ups under dramatic skies to "Wear Your Strength on Your Sleeve"
A male military recruit with an upper arm tattoo of an LAFD badge encourages a comrade to

Our message was simple yet powerful: we used the LAFD uniform patch to highlight the strengths, skills, talents and values that make firefighters L.A.’s bravest women and men. The LAFD saw double-digit gains from women and diverse candidates in just five months.

 

Social post carousel of athletes and military recruits with tattoos of LAFD badges on their arms