A £10,000 advertising campaign is being launched in Bury and elsewhere in Greater Manchester as part of a new recruiting initiative by the County Fire Service.

And Bury commuters are being targeted with posters already put up on 20 Metrolink trams.

The campaign message is "Whatever your race or gender, you can climb the ladder of success."

The month-long campaign, also using high street billboards, aims to boost the brigade's intake of new recruits to meet Home Office targets.

Last year, the Fire Service nationally was tasked with increasing the number of ethnic and female recruits to better reflect the multi-cultural society it now serves.

Greater Manchester currently has 17 ethnic and two female firefighters out of a total of 2,054.

In little more than two years, it has to reach a target of 80 women firefighters. The figure for those of ethnic origin is 160 by 2009. Fire Authority chairman, Councillor Fred Walker agrees that the targets are tough.

"But we are determined to meet them and hope that the range of new initiatives will help us to do that.

"The brigade has to become more representative of the community it serves. There is no alternative and we are committed to bringing about that change."

George Almond, Greater Manchester's County Fire Officer, says: "The current workforce does not reflect the community we serve.

"In the past, there have always been very few applications from females or people of ethnic origin."

He went on: "We are working hard to redress the balance and our latest recruitment intake includes two additional females, but we want more. This new campaign will take that message to the public."

In December, the brigade recruited its first equalities liaison officer, Tasleem Akhtar.

Her job is to encourage people from under represented groups to consider a career with the Fire Service.

She will develop links with ethnic communities and work alongside community leaders to eradicate any misunderstanding they may have of the Fire Service and its people.

Meanwhile, a recruitment hot line has been set up for anyone interested in a career in the Fire Service. The number to call is (0161) 908 5145.