South Yorkshire Fire & Rescue: Recruitment Campaign

"The traditional image is perhaps of a Firefighter turning out in a fire engine with blue lights flashing and sirens wailing, heading to rescue people from a burning building."


2 posters

large poster




Join the Family
Train together, work together, save together.
What is being a firefighter in South Yorkshire really like? Find out.


The marketing materials conveyed the real day-to-day life of a fire fighter, not the perceived role. The materials managed expectations and highlighted all aspects of the job. This was also further demonstrated at open days/assessment days to deter those who believed the job only entailed large scale incidents to prevent applicants from dropping out once recruited.


Specifically targeted headlines were created to appeal and promote interest in the marketing materials. A number of visual icons were created for web and printed materials to compliment and signpost sections of information, giving a clean/crisp and easy to understand visual experience.


The video was filmed to as accurately as possible reflect what it is really like to be a firefighter in South Yorkshire. The video reflected the varied nature of the role, including community and education work, as well as things we knew were likely to attract applicants from diverse groups- like a clear career pathway and a focus on sports and fitness. The video was viewed more than 10,000 times on Facebook.

Project Details

South Yorkshire’s first recruitment of whole time firefighters for nearly eight years began in summer 2015. An important part of this work was to encourage applications from diverse groups which were under represented amongst operational staff. This was to ensure, where possible, the workforce accurately reflected the diversity of South Yorkshire’s communities.

The aim was to positively encourage expressions of interest from all of these underrepresented groups to apply for the role of firefighter

The overarching feedback is the fire service is a welcoming, inclusive place to work. Employees look after each other – they’re lives are in each other hands both at work and during training. They are a tight knit community who enjoy working together. This feeling of ‘family’ encompassed all groups and this was identified in all promotional materials.

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