Communities and Local Government (CLG) has appointed Meteorite to develop a national diversity and equality campaign for the Fire and Rescue Service.
The direct marketing agency won the business following a four-way pitch against Tequila, TMW and Chemistry. The process was handled by the Central Office of Information (COI).
Meteorite will work with a specialist black and minority ethnic communications agency and CLG with the aim of encouraging interest in working for the fire and rescue service among currently under-represented groups.
In particular the campaign will aim to “help change attitudes and perceptions” towards a career in the fire and rescue service among women and people from black and minority ethnic communities.
Activity will run across a range of media platforms, including advertising, online and events.
David Watson, head of marketing at CLG, says: “This is part of a long term campaign that we hope will lead to greater interest in careers in the fire and rescue service from people who might not have ever considered it before.”