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Success for West Yorkshire Fire and Rescue Service at PR industry awards

On an exciting night in Leeds, West Yorkshire Fire and Rescue Service (WYFRS) celebrated winning four awards for its outstanding campaigns to promote fire safety in our community.

WYFRS received two gold and two silver awards in separate categories at last night’s CIPR awards – the leading regional PR awards which recognise outstanding work in Yorkshire.

It won gold in the ‘Not for Profit Campaign’ category for ‘This Girl Did’, a campaign promoting women in the fire service. The campaign aimed to show the important role of women within WYFRS and to challenge the stereotype that can suggest the fire service is a male environment.

And the service’s second gold was awarded for the best ‘Low Budget Campaign’ for its on-call firefighter recruitment drive, dubbed ‘#OrdinaryToExtraordinary’. This initiative encourages members of the public to become on-call firefighters to help protect their local communities and has sparked hundreds of enquiries from people interested in signing up.

WYFRS also picked up two silver awards, the first for ‘Best Public Sector Campaign’ for the ‘More Than a Uniform’ initiative which highlighted attacks on firefighters and other emergency staff. It aimed to show the public that under their uniform firefighters are people, and should not be subjected to abuse.

The final silver was awarded for the ‘Best Use Of Media Relations’, for a campaign which raised awareness of the fire risk that can be created when emollient creams transfer to clothing and come in contact with naked flames. This followed research by WYFRS and other partners into the speed that clothing burns in these circumstances. The campaign utilised local and national media to try and spread the message about commonly used creams.

Chief Fire Officer, John Roberts said: “I’m really pleased that our team has had such success at the CIPR awards. The nominations are down to the hard work of a huge number of people within the service, and show how well staff within WYFRS work together to promote key campaigns and spread important messages to the people of West Yorkshire.”

If you are interested in any of our campaigns please visit

If you want more information about applying to become an on-call firefighter please visit