• 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.

Quigley-Simpson
Quigley-Simpson
Quigley-Simpson
Quigley-Simpson

 

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.