01
The brief
The story
After a landmark 2014 settlement over discrimination against minority applicants, the FDNY was required to rebuild how it recruits.
The angle
People join what they can picture themselves in. Show New Yorkers firefighters and EMS leaders who look like them.
The reporting
We built #JoinFDNY and campaigns spotlighting FDNY Women, Black EMS Chiefs and #FDNYFit, plus mentorship, equity and multilingual safety programs.
The impact
A recruitment story centered on real members and real leaders, giving more New Yorkers a clear, practical path into the department.
2014
Landmark settlement that mandated change
02
Why it mattered
Black, Hispanic and women candidates had long been underrepresented in the department. The settlement required significant reparations and systemic change, and the goal was clear: a workforce that reflects the city it serves.
03
#JoinFDNY
We built a social strategy designed to create community and spark inspiration among potential recruits, meeting candidates where they already were and giving them a reason to start the process.
04
The people in the story
FDNY Women
We highlighted the roles and successes of women across firefighting and EMS to break gender barriers and invite women of every background to see a career in the department.
Black EMS Chiefs
Profiles of Black EMS chiefs showed leadership at every level, so candidates from underrepresented groups could imagine themselves in roles of real responsibility.
#FDNYFit
The physical test can be a barrier before anyone applies. #FDNYFit offered free, accessible preparation resources to widen and diversify the candidate pool.
05
Elevating equity
We used storytelling, digital engagement and targeted outreach to raise the profile of the department’s equity work, inside and outside the FDNY.
- The Firefighter Candidate Mentorship Program, told through the journeys of New York’s future firefighters.
- Messaging and thought leadership for the FDNY Task Force on Racial Equity.
- Fire safety information in more languages, so vital guidance reached every community.
