Enhancing the lives of the fire and rescue community to meet their evolving needs both now and in the future
See how thinking bigger and defining opportunities helped the charity discover and embrace new digital possibilities through people centred tech solutions.
- Digital Strategy
- Digital Maturity Framework
- Managed Transformation
- Agile Team Development
The Brand Story
A people centred organisation creating a supportive community by defining their digital strategy helping their beneficiaries
The Fire Fighters Charity offers life-long specialist support, tailored made for individual members of the UK’s fire services community, ultimately empowering its 300,000 beneficiaries to achieve mental, physical and social wellbeing in their lives..
Working in a challenging, specialist space providing confidential personalised services for fire and rescue service personnel and their dependents, the organisation had reached a point where it needed to find new and effective ways to deliver its services and build a sense of community through digital channels.
The Fire Fighters Charity (FFC) embarked on a journey of discovery in its renewed strategic approach to digital maturity over the longer term with Digital Wonderlab: one that would unlock exciting and fresh opportunities to engage with beneficiaries, offering timely, proactive support - how they needed it, when they needed it.
Shifting the emphasis for the Fire Service Community
Those who work for the UK's fire and rescue services have always faced significant challenges to their personal wellbeing, often working in environments that require high levels of physical strength and mental resilience. this has become increasingly evident to wider society in recent times with high profile incidents like Grenfell Tower fire demonstrating the need to support firefighters, past and present, as well as their families, with their mental health and wellbeing.
Having supported the fire services community for almost 80 years, The Fire Fighters Charity has a long history of rising to meet challenges facing the beneficiaries. However, recent years have demonstrated that, whilst it is adept at providing reactive support to those in need, it is missing the opportunity to prevent issues from surfacing by providing proactive support to the whole fire services community.
The clear opportunity was to provide accessible, proactive and preventative support to all, extending the Charity’s reach beyond the face-to-face services it would continue to deliver through its three centres and in communities across the UK.
This would require the delivery and provision of advice and information to a broad and geographically dispersed beneficiary base. Accessible to all, available 24-7, covering a diverse spectrum of topics and offering advice that is relevant to each and every member of its target audience,
Accomplishing this would transform the Charity from a reactive provider of support services for those in need, to a proactive provider of transformative health and wellbeing advice, helping the entire fire services community to live healthier.
The Challenge and Approach
Strategically defining the charity's digital aims
The Fire Fighters charity wished to increase its mental health support provision, expand access to information and advice, develop enhanced physical and rehabilitation programmes and, at the centre of it all, build and strengthen connected communities - both physically and virtually.
Yet FFC faced several organisational challenges, which it hoped the right digital options could help overcome.
“We wanted to be much more flexible and proactive in the way that our service was offered - through digital consultations, working with third parties or collaborating with other organisations - and make it much easier for our beneficiaries to receive our support in ways that work for them. Above all else, we needed to create a community once again.”
Fire Fighters Charity
The charity’s services were increasingly in demand, and a fresh approach was needed to continue to support an ever-growing number of beneficiaries and families throughout their personal and working lives.
They needed to digitally transform and, in turn, bring about a shift change in its service offering: Through investment in innovative digital technologies, it was aiming to:
- Develop community-based initiatives
- Disseminate research-led, proactive health and wellbeing content and resources
- Bring close partnerships working with fire and rescue services and other organisations who compliment their work
- Drive major campaigns to raise awareness of who they are, what they do and how they help
A highly focused and purposefully thought-led approach in our digital first world was needed to meet the charity’s strategic objectives to inform and prevent issues for its beneficiaries, by increasing knowledge around health and wellbeing issues within the fire service community and building an engaged and active online community.
Digital Wonderlab undertook a full strategic digital review, focusing on The Fire Fighters Charity’s people, culture, process, data, and systems and defining the internal skills necessary to move towards digital maturity - and the essential steps to achieve this. Fully understanding the organisation’s technology use and needs was essential: it allowed us to define the current landscape, explore TFFC’s digital vision and bring alignment to the charity’s long-term digital and strategic objectives.