Suffolk County’s Department of Fire, Rescue and Emergency Services (FRES) found its base of volunteers shrinking. FRES needed a fresh and integrated campaign to attract new firefighters and EMTs for the county’s 130+ volunteer agencies.

The Challenge

We needed to find a way to market to a unique group of people. Courageous people. Committed people. In short, we were looking for heroes of varying ages and psychographics. We discovered they are truly heroes - heroes who do amazing work. This led to the driving message of the campaign; a call to arms to move these potential heroes into action: Volunteer to be Amazing.

The Solution

Our strategy was to position our audience not as the potential volunteers they are but as the heroes they aspire to be. Using comic book-style illustrations, we developed a fully integrated ad campaign across several mediums, from print ads to posters, commercials to events and county bus wraps to digital and social saturation.