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Recreation Boating Safety Campaign from New Zealand

Posted By Jennifer Handley, April 19, 2014
Updated: April 19, 2014

On Sat Apr 5, a group of 11 VI Chapter members young and old, jumped fully clad (complete with foulies and boots) into Victoria's Crystal Pool to practice PFD deployment and life raft deployment.  We quickly learned how difficult it is to swim when weighed down by all our gear and how challenging it is to get into a life raft from the water.  Without exception, everyone of us committed once again to doing everything we can to stay safe and stay onboard our vessels when underway.

It was also at about the same time that I saw Maritime New Zealand's (MNZ's) summer advertising campaign.  It harks back to the glory days of 1980s cop shows (think Starsky and Hutch) to show that, like bulletproof vests, lifejackets don't save people's lives unless they're worn. Police officers Brandon Reynolds & Joe Lyons head to the docks for a bust. Things don't go as planned...

The campaign draws on MNZ's latest research, which shows that men aged 40 plus are the least likely to zip up on the water. Black humour and '80s TV show nostalgia are used to deliver the deadly message that having a lifejacket on board won't save boaties or their mates if things go wrong. Being close to your lifejacket is like being close to your bulletproof vest -- it's just not close enough. People think if they have an accident, they'll have time to put their lifejacket on, but boating tragedies tell a different story.

Tags:  advertising campaign  lifejackets  safety 

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