“The International Association of Fire Chiefs (IAFC) is committed to recruiting and retaining a qualified, diverse, safe and competent fire service. Our Human Resources committee and our Board of Directors have reviewed FIRE 20/20’s “Why I Chose Fire” video. We feel it is an excellent piece that articulates key recruitment messages. IAFC supports FIRE 20/20 giving the “Why I Chose Fire” video to departments to integrate into their recruitment efforts.”

Thanks to sponsorships from Lion Apparel, Scott Health & Safety, TenCate Southern Mills, and PBI Performance Products, on Monday, September 15th, we will start streaming Why I Chose Fire on our website. Our goal is to help inform, inspire and motivate qualified, diverse, inclusive, safe and competent Generation Y individuals to explore and consider a fulfilling career in Fire/EMS. Future diverse firefighters need role models to whom they can relate. With a running time of six minutes, there are interviews that feature men of color and female firefighters and paramedics who love their jobs! Animation and portions of the upbeat song “A Dream” by rapper Common ‘speak’ to a diverse Generation Y.   

What compelled us to produce the video?

• According to the U.S. Census Bureau, by the year 2042, today’s minority demographics will represent the majority of our population. By 2050, the Hispanic population will nearly triple, the Asian population will grow by 2½ times and the African American population will nearly double in size. The foreign born population is expected to increase to more than 18% of the total U.S. population.

• FIRE 20/20’s 2007 published Fire Prevention and Safety R&D study indicated that when fire departments do not represent and reflect the communities they serve, there are risks to firefighter and civilian safety because of language barriers, few proactive relationships, trust issues, and knowledge gaps.

• Fire and emergency services departments across the U.S. are significantly under-represented by men of color and women. Within the next five years, a large percentage of the females and minorities currently employed in Fire/EMS will be retiring.

• Many departments have no targeted recruitment efforts or committed staff trained in targeted recruitment.

• There is increased competition from law enforcement, military, government and the business community for qualified, diverse, and competent personnel.

• Diversity-related law suits and consent decrees negatively impact fire departments’ budgets and morale.

Greater diversity in the fire service is an imperative for our institutions, our society and our public safety!

Will you be able to download a copy or get a digital disc copy?

Yes, but there are caveats to our answer!

FIRE 20/20 obtained licenses and permission to use the song “A Dream”. The licenses allow us unlimited streaming of the video in non-downloadable format from our website BUT limit the number of copies that can be downloaded or packaged as digital discs.

Fire departments wanting to download a free copy will need to read and accept our Terms of Use Agreement and complete an online information form. These will be available on our website on September 15^th. After we verify acceptance of our Terms of Use Agreement and review the information provided, an email containing a link to a downloadable format will be sent to you.

Are there ways that Why I Chose Fire can be customized for your fire department?

Yes! We’ll be offering three options. Please note that each will entail a fee.

• Customized webpage

We provide your fire department with a customized page on our website—that can be reached through yours—where visitors can view Why I Chose Fire. The webpage will be ‘branded’ for your fire department with its logo, messaging in text or video from the chief, and contact information.

• Customized video

We place your fire department’s logo, messaging in text or video from the chief, and contact information on Why I Chose Fire. We package and deliver a digital disc copy to you.

• Customized webpage and customized video

Includes everything above!

What’s the purpose of the User Guide?

The User Guide will provide you with creative and cost-effective ways to reference/use the video for maximum exposure to target audiences. You’ll get guidance on developing a value proposition for diversity, checklists for preparing presentations, talking points, a Gen Y fact sheet, and ways to connect to your multicultural communities.

What else does FIRE 20/20 have for targeted recruiting?

Phase Two: The training program, Recruiting & Retaining Diversity in the Fire Service™

Why I Chose Fire is just one tool. We are beginning development of a comprehensive training program that will reduce the costs and increase the effectiveness of targeted recruitment initiatives and ensure retention of diverse firefighters and paramedics.

Phase Two is a two-year project.

• Year one will include developing and piloting the training program and job aids working with fire departments from around the country. Base-line measures will be established to measure success.

• Year two will include national implementation with nine regional training sessions for Fire/EMS departments, training academies and educational institutions. Organizations will receive a PDF of an instructor’s guide and materials for internal use. As part of the program, FIRE 20/20 will host a Recruitment & Retention best practices blog and knowledge base.

Recruiting & Retaining Diversity in the Fire Service is a ways off but we’re gratified to have already gotten the following support for its reality!