With hundreds of local fire departments in Alberta, all of which are volunteer based, AFCA was having issues attracting and retaining people to the force. This was in part to people moving from rural towns into larger cities. Additionally, service with AFCA wasn’t well understood.

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​We rebranded AFCA with a new mark and marketing plan to stop attrition and grow the fire force by introducing the idea of ‘the hero in all of us’ and to make plain that no matter what you do for a fulltime job, the volunteer fire service is still a possibility in your life to help you answer that natural call within you to serve. Thus, the ‘Answer the Call’ positioning statement was born, to eventually be taken up by the entire Canadian volunteer firefighter force. We deployed all of this new strategy across a new website, new swag, new advertising, and social media.