The LAFD has struggled to overcome a legacy tainted by sexism and racism. To build a department that better reflects the city it serves, they needed to attract more diverse recruits. We worked closely with Chief Welch to outline the values of the LA Fire Department and created an integrated campaign with our media team targeting women and diverse candidates who might have what it takes. College athletes, nurses, physical laborers, and veterans were identified through our research as key candidates for the fire department.

While brainstorming for the campaign, Rosie the Riveter kept coming to my mind. That strength. That grit. These are the values the uniform stands for. Wearing that strength on your sleeve with the LAFD patch became the symbol of our campaign. It was important for these ads to feel powerful and inspiring. I led a photoshoot to capture a variety of people that reflected our target audience in heroic poses—with that patch on their arm. 

Our campaign could be seen across the city on giant billboards, and small phone screens. We wrapped fire trucks and had banners at stations. We informed the design of their recruitment website for a seamless user journey, and even created a partnership with the LA Sparks to empower women and girls to consider the LAFD for a career path. The result? The LAFD saw double-digit gains from women and diverse candidates in just five months.