Fireman Sam has now been deemed outdated, and has been banned from promotional material by Lincolnshire Fire and Rescue (LFR).
LFR made the decision after it
received negative feedback regarding Sam not being inclusive
enough. The character had previously been used by the fire service for
station open days and advertising materials.
Instead LFR has introduced new mascots in the form of gender-neutral blue, red and yellow fire extinguishers called Freddy, Filbert and Penelope.
Chief fire officer Les Britzman is quoted by the
Independent:
“Firefighters nationally and residents locally have raised some concerns that ‘Fireman Sam’ doesn’t reflect the fire service today, in terms of both the job itself and our workforce.
It’s important to us that our open days and community events
don’t make anyone feel excluded and therefore we took this decision."
They are rather missing the more relevant point, that as Sam is made of plastic he would melt as soon as he went anywhere near a fire!
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