You’ll have noticed Fire Fighters Charity looks a little different this week – and it comes alongside an ambitious new strategy we’ve launched, to reach more people with our tailored and independent care and support.
The launch comes as we reported our busiest year ever, with 13,507 people across the UK fire services community accessing our services while demand for our psychological care services rose by 10%.
Even so, we estimate we are currently reaching only around 15% of those who need our care and support. Our Strategy to 2030 sets out a clear ambition to double that reach, supporting around 30% of estimated annual need within the next five years.
To achieve this, more people need to recognise our charity, understand what we do, know how to access our services, and feel moved to support our work. While our existing brand has served us well, it no longer fully reflects the breadth of our work, the people we support, or our ambitions for the future.
Launching alongside the strategy is our new brand, which reflects our evolution and supports our ambition to reach more people with earlier, more accessible and more joined-up care. We are grateful to the family of a late firefighter, whose generous legacy gift helped make the project possible.
To mark the launch, we will be releasing a short film, The Silence Between Calls, which aims to raise awareness of the psychological impact of working in fire and rescue and encourage more people to seek support earlier.
Created pro bono by Emmy Award-winning director Daryl Goodrich and Mad Cow Films in partnership with Surrey Fire and Rescue Service, the film was unscripted, giving firefighters and fire control personnel the space to tell their own stories in their own words. In just 269 seconds, this powerful and honest film reveals the hidden emotional toll of working in fire and rescue, and the lasting psychological impact those experiences can have.
Sherine Wheeler, Chief Executive of Fire Fighters Charity, said:
“Every day, firefighters, fire control personnel and everyone who supports emergency response are there for us on some of the worst days of our lives. They witness trauma, endure immense pressure and carry extraordinary responsibility, often while putting the needs of others before their own. The impact of working in the fire service can take its toll – sometimes immediately, sometimes many years later. Yet too many people are still reaching crisis before they access the specialist health and wellbeing support they need.
“We’re determined to change that. Our new strategy sets out an ambitious plan to double the number of people we support by 2030, reaching more members of the fire services community earlier, in more places and in ways that work for them. By investing in prevention, embracing innovation and working in partnership with Fire and Rescue Services and other organisations, we can help more people stay well, recover sooner and continue serving their communities across the UK.
“Our new brand reflects who we are today and the future we’re building. We want the people who spend their careers answering calls for help to never wonder where to turn when they need confidential, independent and tailored help themselves.”
We are now calling on the public, partners and the wider fire services community to help us reach more people earlier.
You can help ensure we’re there for them, every day, by donating here: