Firefighting has traditionally been perceived as a job for the lads. In reality the role demands much more than just strength and courage. It also needs a person who can be compassionate, well organised and a good communicator. The intention of this campaign was to attract female applicants with these exact qualities. It was created by photographing actual Fire and Rescue Service members from across Wales. Soot marks were used to subtly represent ‘7 ‘o clock shadow’ suggesting women are every bit as equal to their male counterparts at doing this job.