November is Water Safety Month, and Maritime NZ and Federation are warning boaties of hidden dangers near shore by turning the sea into their media platform.
Olly Walker-Boden, managing director of Federation, says: “Not enough Kiwis know that most boating accidents in New Zealand happen within just a few hundred metres of land, and not far away on the ocean.
“It’s why we took the location where the problem happens most (the sea that’s closest to shore), and made it our ‘media platform’ with an innovative creative solution that connects the message to boaties, right where they are.”
An innovation in safety marketing
Using visual priming, Maritime NZ and Federation created Buoy-Boy – a floating reminder that boating safety starts before leaving the harbour or bay.
Adrian Stephenson, senior advisor communications and marketing at Maritime NZ, says: “Safer Boating Week is about saving lives through awareness and action.
“Buoy-Boy helps us do that with instant impact right where our boaties are. Capsizes and falls overboard remain the leading causes of recreational boating fatalities and all too often, they happen very close to home in dinghies and small craft.
“Bouy-Boy is an innovation in safety marketing – an impactful, visual reminder for boaties of the rules for staying safe on the water,” Stephenson adds.
The spokes-buoy we’ve always needed
Federation’s chief creative officer Brad Collett says: “New Zealanders have a deep emotional connection with the ocean and are complacent when it comes to safety.
“Disrupting them with an innovative creative solution right where they are, gives water safety a new kind of voice. Part safety marker, part personality, Buoy-Boy is a life-saving behavioral nudge, triggering Kiwis into systems one thinking to follow three simple rules: wear a lifejacket, check the marine forecast and take two forms of communication. He’s the spokes-buoy we’ve always needed. with much cheaper talent fees.”
Stephenson adds: “Buoy-Boy is already instantly recognisable and creating great reactions. Already people are photographing, sharing and talking about Buoy-Boy, turning a serious message into something social and memorable that saves lives.”
Over ten Buoy-Boys are appearing at harbours, beaches and boat ramps, across Aotearoa during Water Safety Month.
Buoy-boy floating on the sea, will be supported by VOD, radio, social content series, radio partnership, live weather updates and merchandise.
Credits
Client: Maritime NZ
Agency: Federation
Producer: Kate Olive
Director: Clayton Carpinter
Drone: Echo Valley
Editor: Mike Carpinter
Production: Osmand Signs
The post Maritime NZ launches new ‘spokes-buoy’ with Federation appeared first on stoppress.co.nz.
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