Case Studies

Fire & Rescue Services Wales

Campaign Objective:
To challenge the popular stereotype and change perceptions of the typical female fire fighter from one that is butch and masculine to one that is feminine yet strong and by doing so attract more female applicants for the Welsh Fire Service.

Brief:
To produce a campaign which would result in an increase in the number of female fire fighters recruited to the Welsh Fire Service.

Strategy:
The Creative approach used mixies traditional "beauty" photography (as per conventional female advertising) with the gritty reality of the fire fighting role thus re-defining the image of the female fire fighter.

The models with made up with soot and dirt around their faces to suggest a "five o’ clock shadow" from the visor downwards. The headline was crafted to put a twist on a popular saying to read "One of the girls" and the body copy continued the thought: "To be in our team you don’t need to be one of the boys."

All the models used were actual female fire fighters from all over Wales . The result is a series of images that are both feminine and heroic.

The campaign runs throughout the summer on ad shells, press ads and posters in gyms, health clubs washrooms and community centres.

Exposure
Adshells, press ads and posters in gyms, health clubs, washrooms and community centres.

Results:
Will be measured by response to a bespoke telephone number.