BBD Perfect Storm has been appointed to handle a new campaign to recruit firefighters to the London Fire Brigade, due to launch in September.
The agency was selected to work on the two-year drive after a competitive pitch which was part of the new contract framework shared by the Greater London Authority family, including LFB and TfL. Saatchi & Saatchi and OTM also took part in the process.
The appointment signals a shift in the creative strategy from the London Fire Brigade. The campaign will be based on the insight of what firefighters are really doing – protecting people’s futures, saving lives not yet fully lived, and preserving the future of communities in London. A key objective for the Brigade is to shift perceptions of what it means to be a professional London firefighter.
London Fire Brigade head of HR Tracey Dennison said: “BBD Perfect Storm’s approach to the campaign offered what we believe is a really fresh and compelling call to take up the role of protecting the people of London and starting a professional career in the fire and rescue service. We are looking forward to working with the team to challenge the perceptions of what it means to be a modern firefighter.”
BBD Perfect Storm chief executive Jason Foo added: “With the recent tragic events in London, the need to continue to recruit people who wish to serve and protect their communities has, perhaps, never been more clear. We feel a tremendous honour and privilege to help achieve this.”
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