National Firefighter Registry for Cancer
Nonprofit Awareness Campaign
The brief
To create a succinct and compelling campaign for the National Firefighter Registry for Cancer (NFR), that brings awareness and needed research around the link between firefighting and cancer.
Due to the need for more dedicated research and advocacy, The National Institute for Occupational Safety and Health (NIOSH), part of the Centers for Disease Controls and Prevention (CDC) created the NFR to study trends in cancer diagnoses in firefighters around the country. The NFR is a voluntary effort, so the the messaging, visuals, and calls-to-action had to be decisive and clear.
Our Goal
To design a visually cohesive brand and marketing campaign with clear, decisive messaging aimed towards a distinct audience, to spread awareness and incentivize firefighters to join the NFR. As a result, more widespread research can be done to understand the link between firefighting and cancer, and ultimately reduce the risk of cancer among U.S. firefighters.
The Solution
Together with RTI International, we developed more than 25 print and digital products, 3 campaign toolkits, monthly social media posts and ads, as well as conference materials, which resulted in the enrollment of over 23,000 NFR participants over its inaugural 2 years.
The Process
The initial stages of the NFR marketing and awareness campaign involved concepting and developing the initial look of the campaign. We pitched a few conceptual directions, each with a different tone and focus, in order to get a better understanding of what resonated most with the target audience. These visuals and messaging were then tested in firefighter-specific focus groups, where insights from those participants informed the resulting visuals and launch strategy.
Once the launch strategy was in place and visual concepts were approved, we scheduled an on-site photoshoot at a local fire station here in Alexandria to capture portraits, action shots, and b-roll video of the firefighters to represent the campaign and keep the visuals authentic. This led to the development of a poster series that kicked off the initial launch of the campaign and set the tone for the design of the rest of the print and digital materials.
From there, we continued to develop a suite of promotional materials, including print and digital ads, e-blasts, FAQ sheets, toolkits, and palm cards, as well as giveaway items. We also created some signage and materials to support on-site needs for conferences and conventions.
With the initial success of the campaign, we subsequently designed 2 sub-brands, the NFR Champion and Gold Helmet Department Awards, to bring recognition to those individuals and firehouses who had enrolled in the program, and with a continued effort to inspire others to volunteer.
The Results
The final campaign successfully engaged firefighters directly, aligning with the key objective. As of March 2025, over 23,000 firefighters have enrolled in the NFR. The visual direction emphasized the profound emotional bond within the firefighting community, building a message that was both authentic and compelling.
Over the course of two years, we helped develop six email blasts that were disseminated through CRACKYL magazine’s listserv. These emails drove over 14,000 clicks to the NFR website and enrollment site. The day after each e-blast was sent, the number of NFR registrations nearly doubled, from 34 to almost 60 per day. As of August 2024, we contributed to the dissemination of over 20,000 print materials and more than 195,000 clicks.
