The national drive, created by direct agency Meteorite, will comprise online, PR and activity in schools. It is intended to change attitudes within the 14- to 16-year-old age group and promote the FRS as a viable career option.
The push launches next month with the headline 'Together we save lives' and focuses on a microsite that highlights various roles within the FRS.
Visitors to the site will be able to participate in live web chats with FRS ambassadors, download recommended fitness plans in preparation for the FRS' physical assessment test, and play educational games.
This article was first published on Marketing