Several years after 9-11, Fireman’s Fund chose to return to its founding charter of ‘supporting firefighters for safer communities,’ and needed a way to communicate their renewed dedication to firefighters without appearing opportunistic. Named “Project Heritage”, this effort focused on the funding issues facing firefighters today.

Linking firemen’s actual feelings to the effects of budget restrictions that limited their capacity to do their jobs seemed like the best way to make the case for Project Heritage. We found that a fireman’s own words were far more powerful than anything we might conjure on their behalf. Their stories both grip the reader and are largely unexpected, regardless of one’s preconceptions about funding.

The launch print campaign was supported by outdoor and newspaper advertising, with everything driving to a dedicated micro site.