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London Fire Brigade
Female Recruitment Campaign 

Out of the 4,000 firefighters in the brigade, only 324 are female. We need to see more firefighters reflecting the communities they serve. While the brigade has come a long way in addressing diversity and gender imbalance in the organisation, they are still not in a position where women are naturally drawn to firefighting as a career choice. The aim of our recruitment campaign, 'Firefighting Means So Much More' was to show potential candidates, women in particular, what the day-to-day role looks like, what kind of skills are required and why they are more suitable for firefighting than they think. (I seriously considered becoming a firefighter after writing this campaign!)

We launched a TV ad, along with a series of targeted banners leading to a recruitment microsite. On the website, we had

educational fact cards, blog content and talking head videos from inspiring female firefighters, along with an in-depth test for

potentials to put their skills to the test. 

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