Women and people from ethnic minorities are being targeted in a new recruitment drive by South Yorkshire Fire and Rescue (SYFR). The organisation is launching a campaign to attract more female, black and minority ethnic (BME) firefighters in a bid to make the service more representative of the communities it serves. Awareness sessions and recruitment days are being held throughout January and February to help clarify and dispel many of the preconceptions people from under-represented areas of the community might have about joining the fire service. SYFR Director of Service Development Mark Shaw said: "Perceptions of the Fire Service as being a white male dominated organisation are changing, and here in South Yorkshire we have already come a very long way, with female and BME firefighters on the front line at fire stations all over the county. "The aim of this campaign is to give under represented groups an insight into what the role and selection processes entails, and hopefully make them think about a career they may never have considered before."