INTEGRATED CAMPAIGN: OOH, PRINT, SOCIAL, DIGITAL, SPORTS PARTNERSHIPS, PR & EVENTS
LOS ANGELES FIRE DEPARTMENT
As part of a citywide gender equity initiative, the LAFD needed to recruit more women and minorities. L.A. is one of the toughest, most physically demanding cities to be a first responder. We needed to help the LAFD attract a diverse set of people who embody the qualities necessary to wear that awesome, badass, double-axe-emblazoned patch.
Actually, it was that patch, the bright red and gold standing out so boldly against the navy blue background and Deputy Chief Alicia Welch's uniform the day we went to City Hall to kick off the assignment, that inspired this campaign.
