(5/1/18 – Albany, N.Y.) A volunteer firefighter recruitment initiative that helped add more than 20,000 members to departments across the state of New York has been relaunched to do it again.
The ABC Creative Group-developed "Fire in You" campaign debuted in 2013, anchored by a pair of television commercials, website and social media. The initiative of ABC client the Firemen's Association of the State of New York (FASNY) was funded by a federal grant that was recently renewed for another three-year term.
The renewed campaign asks millennials "Is There a Fire in You?" and revolves around a redesigned website, which will again be accompanied by TV and online spots, a fresh social media campaign and numerous promotional materials that volunteer fire departments can use to recruit new members.
Fire in You messaging engages its demographic with rich descriptions, dynamic visuals and engaging stories that illustrating the personal and professional rewards of becoming a volunteer firefighter. The website also dips into the rich, pride-worthy history of the volunteer fire service in the state of New York.
Social media efforts include Facebook, YouTube and introduce an Instagram account. Digital and outdoor advertising created by ABC will also be placed over the course of the next three years covered by the grant.