After 9-11, Fireman’s Fund chose to return to its founding charter of ‘supporting firefighters for safer communities,’ but needed a way to communicate their renewed dedication to firefighters without appearing opportunistic. Transit shelters were part of the overall “Project Heritage” campaign, which focused on the funding issues facing firefighters today. The shelters featured stark imagery of modern day firemen and historical firefighting implements — a combination that bridged the life of the company —  and invited viewers to visit the Project Heritage website.