We’re pleased to announce that we have been appointed by The London Fire Brigade to handle a new campaign to recruit firefighters. With the recent tragic events in London, the need to continue to recruit people who wish to serve and protect their communities has, perhaps, never been more clear. We feel a tremendous honour and privilege to help achieve this.

We were selected to work on the two-year recruitment drive after a competitive pitch which formed part of the new contract framework shared by the Greater London Authority family, including LFB and TfL. Saatchi & Saatchi and OTM also took part in the process.

Our appointment has marked a shift in the creative strategy from the London Fire Brigade.  The campaign will be based on the insight of what firefighters are really doing – protecting people’s futures, saving lives not yet fully lived, and preserving the future of communities in London. A key objective for the Brigade is to shift perceptions of what it means to be a professional London firefighter.

Tracey Dennison, Head of Human Resources of the London Fire Brigade said:

“BBD Perfect Storm’s approach to the campaign offered what we believe is a really fresh and compelling call to take up the role of protecting the people of London and starting a professional career in the fire and rescue service. We are looking forward to working with the team to challenge the perceptions of what it means to be a modern firefighter.”

We expect our first work for the campaign to break in September.

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