Ethnic PR specialist Media Moguls has been brought in to raise awareness and change perceptions of careers in the Fire and Rescue Service in England. The agency will specifically target African, Caribbean, Asian, Chinese and Eastern European communities as part of the brief.
The agency was appointed by the Department for Communities and Local Government (DCLG) following a COI-managed three-way pitch.
Media Moguls will develop a media relations strategy aimed at increasing the status of the fire service as a career option among women and minority ethnic communities. Activity will include PR, advertising and face-to-face engagement with potential recruits and their influencers. Media Moguls will work alongside direct marketing agency Meteorite.
A DCLG spokesman said: ‘We are keen to see a fire and rescue service that fully reflects the diversity of the communities it serves.’
Media Moguls MD Anjna Raheja said: ‘Our strategy and messaging was developed to challenge the common misconception among minority ethnic groups in the UK that only firefighter positions are required in the fire service.
In fact, a variety of roles are available.’