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Florida Fish and Wildlife Conservation Commission MyFWC.com NASBLA  Conference 2008 Clearwater Beach, Florida
CAMPAIGN OVERVIEW <ul><li>The “Wear It Florida” campaign is designed to reduce boating accident drowning fatalities by pro...
BOATING-RELATED DROWNINGS  2001-2007
BOATING-RELATED DROWNINGS  <ul><li>Who are these victims? </li></ul><ul><li>Males </li></ul><ul><li>36 years of age and ol...
BOATING-RELATED DROWNINGS <ul><li>What happened in these accidents? </li></ul><ul><li>Significant number of these accident...
BOATING-RELATED DROWNINGS <ul><li>Where did the accidents occur? </li></ul><ul><li>Most boating-related  </li></ul><ul><li...
BOATING-RELATED DROWNINGS <ul><li>Fatal accidents occurred in every month of the year.  Spring and Summer were most likely...
BOATING-RELATED DROWNINGS <ul><li>Why did these accidents happen? </li></ul><ul><li>Operator inattentiveness is the leadin...
THE CAMPAIGN <ul><li>Focus Areas </li></ul><ul><ul><ul><li>Tampa Bay Area </li></ul></ul></ul><ul><ul><ul><li>Southeast Fl...
THE CAMPAIGN <ul><li>Observational Survey </li></ul><ul><li>Used JSI Methodology for surveying. </li></ul><ul><li>Data inc...
OBSERVATIONAL SURVEY <ul><li>Survey Results </li></ul><ul><li>Wear rates were different for saltwater vs. freshwater. </li...
THE CAMPAIGN <ul><li>Messages </li></ul><ul><li>Messaging focused on encouraging inflatable life jacket wear.  Primary foc...
THE CAMPAIGN <ul><li>Paid Media   Advertising </li></ul><ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Print...
THE CAMPAIGN <ul><li>Radio </li></ul><ul><li>Local Radio in target areas </li></ul><ul><li>Statewide Radio </li></ul><ul><...
THE CAMPAIGN <ul><li>Television </li></ul><ul><li>Statewide Cable (Chevy Florida Fishing Report) </li></ul><ul><li>Local C...
THE CAMPAIGN <ul><li>Outdoor </li></ul><ul><ul><ul><li>Transit Shelters in the Florida Keys. </li></ul></ul></ul>
THE CAMPAIGN <ul><li>Print </li></ul><ul><ul><ul><li>Florida Sportsman Magazine </li></ul></ul></ul><ul><ul><ul><li>Florid...
THE CAMPAIGN <ul><li>Public Contact  </li></ul><ul><li>On-the-water contact with boaters using the “Wear It Florida” boat....
THE CAMPAIGN <ul><li>Internet – www.WearItFlorida.com </li></ul><ul><li>Encourage Interaction – Quiz & Testimonials </li><...
TAKE AWAY MESSAGE <ul><li>Takeaway Message </li></ul><ul><li>Partnerships are critical to the success of the campaign. </l...
<ul><li>Questions? </li></ul>
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Wear It Florida Presentation

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The National Safe Boating Council developed the “Wear It” Campaign as a national campaign to promote life jacket wear. This presentation highlights how Florida has adopted this message and is working toward getting the message out to the recreational boaters in the state.

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  • Transcript of "Wear It Florida Presentation"

    1. 1. Florida Fish and Wildlife Conservation Commission MyFWC.com NASBLA Conference 2008 Clearwater Beach, Florida
    2. 2. CAMPAIGN OVERVIEW <ul><li>The “Wear It Florida” campaign is designed to reduce boating accident drowning fatalities by promoting the use of inflatable life jackets that can be worn all the time while boating. </li></ul>
    3. 3. BOATING-RELATED DROWNINGS 2001-2007
    4. 4. BOATING-RELATED DROWNINGS <ul><li>Who are these victims? </li></ul><ul><li>Males </li></ul><ul><li>36 years of age and older </li></ul><ul><li>Most are reported to be able to swim </li></ul><ul><li>Using boats less than 20 feet in length </li></ul><ul><li>More experienced boater </li></ul><ul><li>[Based on victim statistics] </li></ul>
    5. 5. BOATING-RELATED DROWNINGS <ul><li>What happened in these accidents? </li></ul><ul><li>Significant number of these accidents were “falls overboard.” </li></ul>
    6. 6. BOATING-RELATED DROWNINGS <ul><li>Where did the accidents occur? </li></ul><ul><li>Most boating-related </li></ul><ul><li>drownings occurred on smaller </li></ul><ul><li>bodies of water - usually </li></ul><ul><li>freshwater lakes, rivers, </li></ul><ul><li>streams, ponds and canals. </li></ul>
    7. 7. BOATING-RELATED DROWNINGS <ul><li>Fatal accidents occurred in every month of the year. Spring and Summer were most likely times for fatal accidents. </li></ul>When did the accidents occur?
    8. 8. BOATING-RELATED DROWNINGS <ul><li>Why did these accidents happen? </li></ul><ul><li>Operator inattentiveness is the leading cause of all boating accidents. </li></ul>
    9. 9. THE CAMPAIGN <ul><li>Focus Areas </li></ul><ul><ul><ul><li>Tampa Bay Area </li></ul></ul></ul><ul><ul><ul><li>Southeast Florida </li></ul></ul></ul>
    10. 10. THE CAMPAIGN <ul><li>Observational Survey </li></ul><ul><li>Used JSI Methodology for surveying. </li></ul><ul><li>Data includes only those vessels where mandatory life jacket wear is not required. </li></ul><ul><li>Data collected so that it could be fed into JSI’s national survey. </li></ul>
    11. 11. OBSERVATIONAL SURVEY <ul><li>Survey Results </li></ul><ul><li>Wear rates were different for saltwater vs. freshwater. </li></ul><ul><li>Wear rates were different for men and women. </li></ul><ul><li>Wear rates varied by season. </li></ul>
    12. 12. THE CAMPAIGN <ul><li>Messages </li></ul><ul><li>Messaging focused on encouraging inflatable life jacket wear. Primary focus on belt pack inflatable life jackets. </li></ul><ul><li>Goal is to offer most comfortable, lease intrusive option for boaters to wear all the time. </li></ul>
    13. 13. THE CAMPAIGN <ul><li>Paid Media Advertising </li></ul><ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Print </li></ul><ul><li>Outdoor </li></ul>
    14. 14. THE CAMPAIGN <ul><li>Radio </li></ul><ul><li>Local Radio in target areas </li></ul><ul><li>Statewide Radio </li></ul><ul><li>Spanish-language Radio </li></ul><ul><li>Targeted Radio (Fishing Shows ) </li></ul>
    15. 15. THE CAMPAIGN <ul><li>Television </li></ul><ul><li>Statewide Cable (Chevy Florida Fishing Report) </li></ul><ul><li>Local Cable Television (Tampa Bay & Miami areas) </li></ul>
    16. 16. THE CAMPAIGN <ul><li>Outdoor </li></ul><ul><ul><ul><li>Transit Shelters in the Florida Keys. </li></ul></ul></ul>
    17. 17. THE CAMPAIGN <ul><li>Print </li></ul><ul><ul><ul><li>Florida Sportsman Magazine </li></ul></ul></ul><ul><ul><ul><li>Florida Magazine </li></ul></ul></ul>
    18. 18. THE CAMPAIGN <ul><li>Public Contact </li></ul><ul><li>On-the-water contact with boaters using the “Wear It Florida” boat. (Popular local boating areas.) </li></ul><ul><li>High expectation of media attention. </li></ul><ul><li>Land-based personal contacts at boat shows, local events and sponsor events . </li></ul>
    19. 19. THE CAMPAIGN <ul><li>Internet – www.WearItFlorida.com </li></ul><ul><li>Encourage Interaction – Quiz & Testimonials </li></ul><ul><li>Perception vs. Reality </li></ul><ul><li>Future expansion of site </li></ul>
    20. 20. TAKE AWAY MESSAGE <ul><li>Takeaway Message </li></ul><ul><li>Partnerships are critical to the success of the campaign. </li></ul><ul><li>Involve non-traditional partners – don’t just look for funding partners. </li></ul><ul><li>Message fits any state or local area for boating safety. </li></ul><ul><li>Customize the program for your specific boating activities. </li></ul><ul><li>Find a way to make it happen. </li></ul>
    21. 21. <ul><li>Questions? </li></ul>
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