FIRE BRIGADE’S UNION

EQUALITY CAMPAIGN / 2023 //

BRIEF //

Creative a campaign to address the current inequality in the Fire Service.

SOLUTION //

CHALLENGE THE BAD. CELEBRATE THE GOOD. CHANGE THE SERVICE.
We wanted to set the expected parameters of behaviour, speak simply and to the point, be certain and confident, not overcomplicate our communication, and use existing FBU language to shape our tone of voice.

We first conducted a series of workshops with FBU stakeholders and members to truly understand the current inequalities in the service, and then spoke to reps of each of the equality champions (BAME, LGBTQ+ and Neurodiversity) so we could understand the good, bad and indifferent takes of equality.

In order to do this we looked at the three areas of the FBU where equality could be improved. The FBU values were already written in a long form PDF, but its existence was unknown to a lot of the service and its members. Fire fighter behaviour which had been noted via a white paper report. As well as practices and processes where there were short falls in areas such as recruitment and HR support.

Once we’d established the areas that needed addressing, we set out a campaign approach that included poster packs for stations (an established and effective way to communicate to fire fighters) and other promotional activity.

We then created a campaign identity and logo.

ROLE //

Creative Direction and Strategy

FBU APP LAUNCH / 2023 //

BRIEF //

Announce the new and improved FBU app to members.

SOLUTION //

Visually, an execution that literally broke it down for members, the wealth of features the new app possessed. Tonally, a simple three step process that that instructed members how to get hold of the app, and what it offered. The second line was interchangeable so that each communication asset could showcase a different feature.

ROLE //

Creative Direction