This paper explains how Ardmore Advertising deployed a phased, unique advertising and communications strategy in order to drive down attacks on fire fighters in working class areas of Northern Ireland and reduce incidents, injuries, damage, and costs borne by the public themselves. The campaign created the strapline 'We're the target, you're the victim', held a media launch and engaged with key community leaders. It also used TV, radio, ambient, press and outdoor advertising, as well as direct marketing and PR activity to target their audience. This campaign reversed trends and injuries. There was a decrease in damage, costs were saved and objectives exceeded. It achieved over 60% reductions on key metrics and an investment return of 300%