Men and women of the bravest sort. As a suicide awareness campaign, this is probably the hardest project I have ever been on. How do you get fire fighters to reach out for help? Since they are expected to be strong and courageous, they can't let themselves be seen as scared or weak. The solution, create a branding initiative to change the perception of asking for help and reaching out to someone who might need help as a brave thing to do. Turn the problem from their weakness to their strength. The plan was to launch a full scale campaign, however the funds were never raised.