MCPR were tasked to create a PR campaign for Fireman Sam to help celebrate his 30th anniversary that could be rolled out in multiple countries around the world.


Through idea generation and creative sessions we came up with two ideas that we then developed for countries around the world to implement in their own territories. These were:

  • Royal guest character to appear in special anniversary episode of Fireman Sam: after discovering Prince George is a fan of Fireman Sam, we worked with producers to introduce the character of a prince who flies a helicopter into the storyline of a special episode for the 30th anniversary. We also produced a global PR toolkit to support publicity around the episode for each country.
  • Fireman Sam Golden Helmet Awards: we created the inaugural Fireman Sam Golden Helmet Awards which celebrate local real life heroes around the world. Fireman Sam asks children and their families to nominate people in their local community that have gone above and beyond to help others. We developed the idea through to fruition and created a global PR toolkit for countries around the world to use to implement the awards in their regions.


The campaigns created global publicity for the 30th anniversary year of Fireman Sam with multiple countries around the world airing the special episode and driving publicity for tune-in, as well as many countries holding Fireman Sam Golden Helmet Awards.