Targeting young men between 18 and 35 years old who just can't settle for a cubicle gig, this campaign asks the question, "can you take the heat?" Can you be the man who accepts responsibility for the lives of others; can you handle being expected to be a hero every day; can you help clean up other people's mistakes? The campaign appeals to adrenaline junkies with a sense of purpose and addresses the target audience where they are most likely to be found: high schools, gyms, and career fairs. Along with a logo redesign, "Take the heat" gives the Austin Fire Department a new sense of pride, strength, and mystery.