Case Study: West Yorkshire Fire and Rescue Service boosts firefighter applications with ThinkOTB

West Yorkshire Fire and Rescue Service boosts firefighter applications with ThinkOTB

West Yorkshire Fire and Rescue Service faced a challenge as firefighter retirements increased and active recruitment had lapsed, leading to a need for a refreshed campaign to attract new recruits and maintain safe service coverage across the region. They appointed the vendor ThinkOTB to develop this new region-wide recruitment campaign.

ThinkOTB implemented an integrated campaign using a suite of print and digital assets, including a microsite, film, and social media. The creative concept challenged the typical firefighter stereotype to attract a more diverse pool of candidates. As a result, ThinkOTB helped WYFRS achieve a huge uplift in applications, which was so successful that other brigades adopted the campaign for their own use.

West Yorkshire Fire and Rescue Service