We designed a creatively-driven digital marketing campaign, delivering on ECRFS’s need for a ‘message of change’. The campaign was built around dispelling myths surrounding the profession, intended to engage internal and external audiences.
To fully benefit from this multifaceted approach, we developed digital and offline assets with longevity in mind. The recruitment website features these same messages, with the goal of funnelling visitors toward application pages.
The website was launched two weeks prior to the application date. In this time, more than 6,300 users visited the site to register their interest. When applications were opened, the 1,200 cap was reached in two hours.
Furthermore, the diversification of the Fire Service, which was a key objective, was achieved. In the successful applicant group, 10% are female, a 6% increase on service-wide firefighter teams.