Fire boss warns on naked calendar

Berwyn Jones said senior officers gave approval for the shot

Firefighters have been told they face disciplinary action if they help stage charity calendars or events which portray a "Jack the lad" image.

The threat was issued in a confidential memo by Paul Claydon, North Wales Fire and Rescue Service's assistant chief.

It follows a former firefighter posing naked next to a fire engine for a calendar for Froncysyllte Male Voice Choir, of which he is a member.

Mr Claydon said such images were "not acceptable" in the modern service.

The memo was written after Berwyn Jones - a former retained firefighter for 31 years - posed naked for the calendar for the choir, which had a hit CD last year.

Surely the fire service would be better off showing people they have a human side? Dave Jones, Froncysyllte choir

The calendar, in aid of Help the Aged, showed Mr Jones posing behind a jet of water, with a fire engine in the background.

Mr Jones said he obtained "full permission" from the fire station manager.

He added: "The person who authorised it checked further up the hierarchy first, so it was all above board.

"Permission was granted, provided there was nothing in the picture which identified which fire station it was. I don't understand what the problem is.

"I think this is very poor judgement by a senior fire officer, and it's very sad."

"Wouldn't his time be better spent trying to find who's leaking confidential memos?

Images that perpetuate the 'Jack the lad' or 'cheeky chappy' macho image of the traditional fireman are simply not acceptable Paul Claydon, North Wales Fire and Rescue Service

"This was a charity calendar in aid of a very good cause.

"I think the public will be on our side and this publicity could actually sell a few hundred extra calendars - so please thank him very much from me."

Dave Jones, choir chairman, said: "Where's his sense of humour? I'm a prison officer and my employers have taken a very different attitude altogether. They've been very supportive.

"Surely the fire service would be better off showing people they have a human side?"

Staff should not be viewed as "cheeky chappies," Mr Claydon said

In his memo, Mr Claydon wrote: "I need to bring to the attention of all personnel, particularly managers, that allowing, facilitating or condoning such representations involving service personnel, appliances and equipment shows poor judgement and a disregard of the core values of the service in valuing diversity."

He said the service accepted charity calendars and similar events aimed to help good causes.

"However, images that perpetuates the 'Jack the lad' or 'cheeky chappy' macho image of the traditional fireman is simply not acceptable when associated with the public face of a modern fire and rescue service," he added.

"As a fire and rescue service, we are striving for a diverse workforce fully representative of the communities we serve. Images such as that portrayed are particularly damaging in reinforcing to the public what brigade used to be about in a bygone age."

From November 2007, Mr Claydon said he would consider the "conduct implications" of any new cases, and said managers needed to show "sound judgement" when requests were made.

Defending his comments, Mr Claydon said the service was striving for a diverse workforce which represented all the communities it served.