Led through COI, the successful agency will be briefed to develop the long-term attitudes of the public towards the fire service and encourage young people to see it as an exciting potential career option. There is no incumbent on the account.
The campaign will be implemented across direct and digital channels, including mail packs, banner ads and website development.
It will focus on helping to diversify the range of recruits in the service, emphasising the option of a career in the fire service to teenage girls and ethnic minority groups.
By 2013, the Equality and Diversity Strategy requires that 15 per cent of operational recruits in each fire and rescue authority are women, and that minority ethnic staff across the whole organisation should be at the same percentage as the minority ethnic representation in the local working age population.