The Fire Department of the City of New York (FDNY) is the largest Fire Department in the United States and universally is recognized as the world’s busiest and most highly skilled emergency response agency, providing fire protection, search and rescue, pre-hospital care and other critical public safety services to residents and visitors in the five boroughs.
Creative Media Agency was given a specific budget that needed to attract a diverse group of candidates. Our task was to create a multimedia campaign, focused on recruiting minorities and women.
Creative Media Agency carefully devised a media plan that included over 50 publications, along with radio and online within the targeted demographics, being sure to stay within the client’s budget. CMA proceeded with placement of the multimedia plan, saturating the targeted market for 3 months.
FDNY announced that an all-time high number of over 61,000 candidates applied to take the exam and almost half of the applicants were minorities. FDNY was very pleased with the results of the campaign.