Fireman Sam fired by Lincolnshire Fire and Rescue because he puts young girls off a career in the service
Lincolnshire fire chiefs will no longer use 'Fireman Sam' to promote the service, it has been confirmed, because he is not "inclusive".
An e-mail revealed how Lincolnshire Fire and Rescue received negative feedback on their station open day posters and advertising material featuring Fireman Sam as he is not seen as "inclusive".
Lincolnshire’s chief fire officer, Les Britzman, confirmed today (Wednesday, September 11): “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.
More by this authorKerry Coupe