FASNY: "Is There a Fire In You?" Female Commerical





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Published on Jun 4, 2012

Longtime client FASNY presented ABC Creative Group with a special opportunity to take our ongoing recruitment strategy to the next level.

A Federal Emergency Management Agency (FEMA) grant allowed us to utilize virtually every marketing capability of the agency.

Staffing for Adequate Fire and Emergency Response (SAFER) grants were created to provide funding directly to fire departments and volunteer firefighter organizations to help them increase or maintain the number of trained, frontline firefighters available in their communities. The SAFER grant required marketing for every age, gender and ethnicity.

ABC developed the concept and gave the initiative a name, asking a diverse population across the state of New York: Is There a Fire in You? The question was more of a call to action, challenging people to help their communities in a very special way. Again, research, including focus groups, played a key role in developing the concept.

The centerpiece of “Is There a Fire in You” would be effective television spots and short films featuring interviews with real frontline volunteers.

We did a statewide casting call, offering volunteer firefighters in every community to become the face of recruitment in New York state. After receiving several submissions via YouTube and online
video, we selected a male and female from two different regions of the state to give the two commercials some diversity.

ABC assembled and managed 50-plus firefighters, two EMTs, props, trucks, locations, clients, a photographer and videographer for a three-day shoot. The two 30-second television spots we
produced aired across the state.

We also selected and interviewed around 20 volunteer firefighters from all different ages, genders and ethnicities for a 20-minute documentary.

The A/V was complemented with signage, print ads, posters, outdoor, digital advertising and radio commercials, all challenging citizens of every age, gender and ethnicity to join the volunteer
fire service. ABC developed the creative and assisted with media placement.

All these materials were integrated into an extensive website and social media campaign. The unique approached earned “Is There a Fire in You” a mention in the advertising section of the New
York Times. The initiative also earned ABC several awards, including Tellys that recognize television advertising across the country.


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