CDC NOISH National Firefighter Registry

The CDC NIOSH National Firefighter Registry (NFR) is the federal government’s initiative to evaluate cancer rates and risk factors among firefighters, a group at higher risk for cancer. As part of the 2018 Firefighter Cancer Registry Act, the goal is to enroll 100,000 more firefighters over the next four years. We created speculative creative in order to try to win this contract.

Participation in the NFR is voluntary, and many firefighters perceive the sign-up process as time-consuming and burdensome. They often don’t see a direct personal or collective benefit, making engagement a challenge.

Firefighters are driven by a strong sense of mission and duty, and within this community, different subgroups may respond to tailored outreach strategies. To increase participation, we needed to connect the NFR to firefighters’ deeper “why”—their commitment to protecting others and looking out for their fellow firefighters.

By aligning messaging with their motivations and segmenting outreach to resonate with specific groups, we aimed to boost sign-ups, ultimately providing the CDC with critical data to improve firefighter cancer detection and treatment outcomes.

This speculative work is shown only for the purpose of portfolio viewing.