Brand situation

Few people wear life jackets when on the water or while boating. Most people think all life jackets are the bulky orange ones and don't want to be inconvenienced. But there are many different varieties including a suspender version and a belt version that inflate when you pull a cord. Wearing a life jacket can reduce the chance of boater fatalities. National Safe Boating runs an annual campaign called Wear It to encourage boaters to wear their life jackets whenever they're on the water.

Project objective

Increase awareness among male boaters age 15 - 35 of boating safety issues, inflatable life jackets and the importance of wearing a life jacket while on the water. Increase the use of inflatable life jackets and reduce accidents and boating fatalities through the use of life jackets.  

2013 The Women Who Love You

2013 Radio spots

Outcome

The 2013 television spot aired over 1,500 times, equal to 11M impressions and $270k in donated media value.

2015 Stupid Humans

Radio spot