Media Contact:
Meredith Klein

Brunner Partners with Atlanta Fire Rescue Foundation to Help Recruit a Diverse Workforce
Encouraging the public to “Step Forward” and consider becoming a firefighter, Agency launches new creative campaign

Atlanta (December 5, 2018) – Heroic. Strong. Fearless. These are just a few words we use to describe individuals who make the selfless decision to become firefighters. Because when firefighters take action, their courage is measured by their willingness to sacrifice everything for the well-being of others. Together with the Atlanta Fire Rescue Foundation, a nonprofit support organization for the Atlanta Fire Rescue Department, Brunner entered into a partnership to assist with reaching recruitment and diversity goals for 2018 and beyond, inclusive of the strategic development and deployment of a multi-channel diversity recruitment campaign that incorporates print, digital, broadcast, in-home and internal experiences.

The recruitment initiative, “Step Forward,” was created by Brunner to reinforce the city’s diverse population and need for more recruits that reflect the communities being served. With a focus on increasing the frequency and overall quality of applicants to the various positions offered by the Atlanta Fire Rescue Department, the campaign concentrated on the demographic diversity of applicants, appealing strongly to women, individuals of Latino decent, and the LGBTQ community.

“Diversity is the single secret ingredient that makes the Atlanta Fire Rescue Department the best fire service organization in the country,” said Fire Chief Randall B. Slaughter.

Brunner employees began the creative process by spending time at the Atlanta Fire Rescue Foundation interviewing multiple firefighters and riding along on emergency calls. These firefighters are also featured in the campaign’s creative imagery. These discovery sessions enabled the agency to accurately and diligently depict the stories and motivation of some of Atlanta’s bravest.

“The goal was to capture the uncommon courage, comradery, and commitment that drives these individuals toward a fire instead of away from it,” said Jonathan Banks, Copywriter/Content Creator at Brunner. “Through this campaign, we communicate the respect for the few who are brave enough to be first responders – a bravery that transcends race, gender, and sexuality. We hope the work inspires potential recruits to step forward and join the department.”

The campaign was first unveiled during the Atlanta Fire Rescue Foundation’s “Breakfast with our Bravest” event on Nov. 20, 2018.

“We’re grateful to Brunner for the thoughtful work created to support our charge. We are excited to see the reaction and response of residents throughout Atlanta,” said Shirley Anne Smith, Executive Director of the Atlanta Fire Rescue Foundation.

If you or someone you know is ready to step forward and make the firefighter pledge, apply now at or call 1-844-ATL-FIRE.

The Atlanta Fire Rescue Department (AFRD)is a multi-faceted, all-hazards emergency response organization with a very diverse workforce. The department is comprised of five divisions of labor: Support Services Division, Field Operations Division, Emergency Medical Services Division, Technical Services Division and the Airport Fire Division. AFRD is one of only nineteen departments in the country to be accredited by the Center for Public Safety Excellence (CPSE), as well as maintain an Insurance Service Office (ISO) Rating of Class 1.

The men and women of AFRD are committed to delivering best in class service to its community. In accordance with the established Standard of Response Coverage (SORC), which serves as a service level agreement to the citizens, businesses, and visitors to the great city of Atlanta, the department personnel performs their duties day in and day out.

Brunner is an innovative advertising agency, operating at the confluence of Creativity, Data Science, and Technology.