Developed by Pittsburgh-based advertising agency, Smith Brothers, the campaign features bold and compelling imagery of Pittsburgh firefighters, photographed by renowned portrait photographer Frank Walsh.

The multi-faceted campaign encompassed print and online advertising, special events, and prominent use of signage at the 85^th annual Fire Department Instructor's Conference (FDIC) in 2013.  This included sky walk billboards and "stair art," a technique that places the ad on the front of a staircase.  The ads were designed to not only honor and recognize the dedication of firefighters, but also to showcase MSA's long-standing commitment to the fire service industry.