earned the right to fight
PRINT PSA CAMPAIGN
01.
headline:
40% of California's Wildland Firefighters are prison inmates.
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body copy:
100% of those inmates volunteered to risk their lives to save you and thousands of others for nothing in return. The moment they're released they lose that choice to fight. Call your rep and urge them to support AB1211, a bill that will give these people the chance they have earned.
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tagline:
Because they've earned the right to fight..
02.
headline:
California's wildland firefighters are made up of 40% inmates..
​
body copy:
100% of those inmates volunteered to risk their lives to save you and thousands of others for nothing in return. The moment they're released they lose that choice to fight. Call your rep and urge them to support AB1211, a bill that will give these people the chance they have earned.
​
tagline:
Because they've earned the right to fight..
03.
headline:
100% of the inmate firefighters in California are volunteers that choose to risk their lives to save you.
​
body copy:
100% of those inmates volunteered to risk their lives to save you and thousands of others for nothing in return. The moment they're released they lose that choice to fight. Call your rep and urge them to support AB1211, a bill that will give these people the chance they have earned.
​
tagline:
Because they've earned the right to fight..
PROBLEM TO SOLVE:
California has had so many wildfires and no where near enough firefighters.
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INSIGHT:
40% of California's firefighters are current prison inmates; once released, these inmates are barred from becoming firefighters because of their record, despite having been doing the same job leading up to release.
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IDEA:
You can't see their record when they're saving your life.