A recruitment drive has been launched in Cumbria to persuade more people to become paramedics.
The North West Ambulance Service (NWAS)said it was seeking to fill about 50 posts throughout the county, and was keen for locals to apply.
Recruitment was centralised when the Cumbria service merged with others to form the NWAS in 2006 and it said fewer people from the area had been applying.
They have now been targeted by a local advertising campaign.
Peter Mulcahy, from NWAS, said: "It's an excellent career.
"This is a job for life, if there's such a thing in this day and age.
"The training is second to none, and people end up with a state-registered qualification with stands good throughout the UK."