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Piers Morgan challenged a fire chief to 'fire himself' for being a white man and said no woman had ever refused to be a firefighter because of Fireman Sam, after a Lincolnshire Fire and Rescue Service dropped Fireman Sam as a mascot.
Lincolnshire Fire and Rescue Service axed the fictional character, who is white and male, over concerns he may discourage women or ethnic minorities from joining the force.
Mascots - Freddy - Filbert - Fire - Extinguishers
It will now rely on its other two mascots, Freddy and Filbert, which are blue and red fire extinguishers complete with hands, a mouth and eyes.
Les Britzman, Chief Fire Officer, called in to Good Morning Britain this morning for a spirited discussion with Piers Morgan, and said he was trying to increase recruitment among the female populatoin to save lives.
Mr - Morgan
But an agitated Mr Morgan repeatedly asked him why he was not firing himself.
Mr Britzman said that Fireman Sam was not a brand owned by the LFRS so what they could do with Sam as a mascot was 'restrictive' and did not help to get acros stheir central message about fire safety, smoke alarms, and escape routes.
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He went on: 'It’s not hypocrisy. Yes I’m a white man, across FRS there’s about 95% white males. Me being a white male does not reflect our society, roughly half our society is female.'
Challenged for the first of many times by Mr Morgan to resign, he said: 'No, but I will try to recruit more female firefighters.'
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Struggling to get a word in edgeways over the irate presenter, the fire chief said: 'Piers you rang me to interview me, so if I could have word?
'Yes Fireman Sam is modern it has firefighter Penny, it has helicopters and a boat team. But why can’t the producers or the owners update the brand and call it Firefighter Sam?
'The programme overall reflects...
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