Into the Fire: Igniting Passion for the Fireman’s Fund Brand

When Fireman’s Fund Insurance Company wanted to build its brand, Ketchum saw an innovative opportunity to build a stronger bond between customers and an industry leader.

In 2006, Fireman’s Fund hired Ketchum to boost awareness of both the company’s brand and its social mission, which awards millions of dollars in grants each year to U.S. fire departments for needed equipment, training and community education programs.

The idea emerged to create a documentary film that would portray the real-life heroism and challenges faced by America’s firefighters – in the face of shrinking budgets. Ketchum helped secure an Academy Award-winning director, Bill Couturié and worked with him to secure songs by artists like Bruce Springsteen and Bob Dylan. In addition, Ketchum landed celebrity Gary Sinise as a philanthropic spokesman for the film.

The documentary, Into the Fire, aired during Fire Prevention Month in October 2006 on The History Channel, which is heavily watched by the company’s target demographic. In addition, Ketchum set goals of reaching at least 70% of Fireman’s Fund employees and 25% of its agents in top markets, as well as at least 25% of America’s 1.1 million firefighters.

More than 2.7 million viewers – including some 2.3 million in the targeted group – tuned in for the first airing of Into the Fire, and the related promotions generated more than 100 million media impressions. In addition, thousands of firefighters and Fireman’s Fund agents watched the documentary at special screenings. Some 82% of employees who saw it recognized Fireman’s Fund as becoming a more innovative company.