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Lincolnshire Fire and Rescue Service sacks mascot Fireman Sam because critics say he is 'not inclusive'

Lincolnshire fire chiefs will no longer use 'Fireman Sam' to promote the service, it has been confirmed.

An email has 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: “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.

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