FDNY
Integrated Recruitment Campaign
For many women and people of color, becoming a firefighter wasn’t something they considered—largely because they rarely saw others like themselves in the role. As a result, the Fire Department of New York City (FDNY) has faced a long-standing lack of diversity.
To shift public perception and diversify the FDNY, my team launched a bold, multi-channel recruitment campaign blending strong brand awareness with targeted conversion tactics—keeping candidates engaged from first impression to application.
Role:
Lead Designer
Timeline:
16 Weeks
Team:
PM, Copywriters, 3 Designers, Stakeholders, Court Monitor
Deliverables:
Responsive Website, Brand Identity, Digital Advertising, Multi-Channel Marketing
Creative Solution
The slogan “All Heroes Welcome” powerfully reinforces the campaign’s message of inclusion, showing that bravery knows no gender, race, or background. Using the tagline “The FDNY means ” allowed each ad to highlight a personal value—like endurance or resilience—making the message relatable and tailored to the individual featured.
We supported this with a photoshoot for authentic images and incorporated FDNY’s existing visual brand, including the typeface from their logo, Aachen, paired with Roboto and Roboto Condensed as well as their signature red and black color palette.
Brand Awareness
We created a wide-reaching campaign using traditional media—newspapers, radio, kiosks, subways, and direct mail—to showcase FDNY’s commitment to diversity. On social platforms, targeted Meta ads highlighted standout benefits like great healthcare, competitive pay, and work-life balance.
Tactical Recruitment
We launched personalized email and SMS campaigns targeting key demographics with application info, inspiring FDNY stories, and clear career paths. Monthly newsletters kept candidates engaged with updates and encouragement, while bi-weekly texts offered timely reminders to keep them on track.
Marketing
We ran targeted remarketing ads to re-engage those who had shown interest, giving them a final push to apply. Authentic stories and videos from current FDNY firefighters brought the message to life, offering real-world examples that resonated with potential candidates and demonstrated what’s truly possible.
Website Design
Every element of the campaign was designed to drive potential candidates to one place: the signup website. I led the user experience and interface design, creating an onboarding hub where visitors could learn about the firefighter program, explore what to expect, and hear from current FDNY members. By delivering key information and showcasing authentic stories, we turned curiosity into action.
Results
The combination of brand awareness, targeted recruiting, and smart remarketing drove real results and transformed interest into action. FDNY’s diversity recruitment efforts surged, achieving short- and long-term goals while strengthening its reputation as an inclusive employer and building a diverse pipeline of future firefighters.
