The next generation is ready to serve. The fire service is finding new ways to reach them.
Among the iconic blue corduroy jackets at the 99th National FFA Convention & Expo in Indianapolis, firefighter turnout gear offered students a new opportunity to explore community service: volunteer firefighting.
The October convention welcomed 72,907 attendees, including student leaders from across the country. The International Association of Fire Chiefs (IAFC) used the opportunity to introduce students to its national volunteer firefighter recruitment campaign, A Hustle Worth Having.
Funded through FEMA's Staffing for Adequate Fire and Emergency Response (SAFER) grant program, the campaign encourages Gen Z to explore volunteer fire and emergency services while providing fire departments nationwide with free recruitment resources.
Connecting a Shared Commitment to Service
The connection between FFA and the fire service was evident throughout the event. Dozens of fire chiefs and young volunteer firefighters visiting the booth shared their own FFA experiences.
With its motto ending in "Living to Serve," FFA reflects the same commitment to community service that drives volunteer firefighting.
"When I heard the opportunity to come to FFA and to be in one location and have the opportunity to possibly reach tens of thousands of members of that Gen Z population, we knew we wanted to be a part of it," said Jordan Cramer, Director at Large for the IAFC Volunteer and Combination Officers Section (VCOS).
Helping Gen Z Discover Volunteer Firefighting
The interactive booth invited students to try on firefighter turnout gear, meet local volunteer firefighters, and take photos in a digital photo booth. These hands-on experiences helped students envision themselves serving their communities as firefighters.
"FFA has a history of service, and our Hustle Worth Having campaign is all about finding your side hustle, your meaning and purpose in giving back to the community," Cramer said.
By introducing volunteer firefighting alongside traditional college and career pathways, the campaign demonstrated how community service can build valuable skills, strengthen communities, and provide a sense of purpose.
Reaching Gen Z means meeting young people where they are—and encouraging local fire departments to continue the conversation.
"We are trying to reach a generation that may not have realized they have an opportunity to volunteer," Cramer said. "The way that we become more successful is when more departments, more fire chiefs, and more firefighters support this campaign."
Help Recruit the Next Generation of Volunteer Firefighters
Fire departments can help turn this national outreach into local recruitment opportunities.
Explore the free A Hustle Worth Having recruitment toolkit to access ready-to-use postcards, flyers, video public service announcements, and other materials designed to help departments connect with prospective volunteers.
For free local media relations and marketing support, contact the Workforce Solutions team at ws@iafc.org.