The Florence Fire Department Website was part of a larger public service announcement. First, the goal was to try to generate more interest in volunteering at a local volunteer fire department around Western Montana. So we produced a 30-second radio spot and built a single page website with a point of contact for each Precinct. Next, we followed it up with a couple banner ads for the local newspapers and their websites. We played off of the superhero idea that has been more than successful in recent years. Both in Hollywood and at a local level, everybody can relate to one of the many superheroes available.
The final public service announcement included real people telling their story. Between the fire department website, print ads, and radio spots the response was really great. Unfortunately, the campaign was only for a couple months and didn’t reach its peak.