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Canadian Safe Boating Initiative – Innovative New Ways to Engage the Consumer

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Presenter: Ted Rankine, Playsafe Productions

Published in: Education
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Canadian Safe Boating Initiative – Innovative New Ways to Engage the Consumer

  1. 1. Innovative (new) ways to engage the consumer Ted Rankine CSBC / Playsafe Productions
  2. 2. Months of Road Construction Months of Winter 2 10
  3. 3. • 42% of Canadian adults participate in recreational boating activities • One-quarter of Canadians that are Non- Boaters interested in getting involved. • 12% of Canadians (30% of Boaters) are New Boaters who began boating in the last 2 years Boating Participation:
  4. 4. •Approximately 130 drownings each year •About twice as many per capita as the USA •Main issues 1. Lifejacket wear 2. Alcohol 3. And now Cannabis (Yep it’s legal in Canada) Boating Safety
  5. 5. •Approximately 130 drownings each year •About twice as many per capita as the USA •Main issues 1. Lifejacket wear 2. Alcohol 3. And now Cannabis (Yep it’s legal in Canada) Boating Safety
  6. 6. Who is the CSBC? • The Canadian Safe Boating Council is in the business of promoting safe and responsible boating throughout Canada. • Works with and through its members to deliver on its mission. • Five key messages in all outreach activities. Wear Your Lifejacket Boat Sober Be Prepared – You and Your Vessel Take a Boating Course Be Aware of Cold Water Risks
  7. 7. Who is Playsafe Productions? • Work to reduced the frequency and severity of Search And Rescue • Educational programs • Web, video, broadcast, print, apps, digital media, • Create solutions
  8. 8. Playsafe Productions • Aviation • Ground SAR • Autism
  9. 9. Innovative (new) Ways to Engage the Consumer “The medium is the message” - Marshall McLuhan
  10. 10. Research U.S. Coast Guard Stats • In water under 49˚ F almost 60% of all reported boating accidents had a fatality • In water between 70˚ and 79˚ F only 7 % of all reported boating accidents had a fatality • 60% drowned in water under 50˚ F • 38 % in water 50˚ - 70˚ C • 43 % were less than 6 feet from safety Canadian Lifesaving Stats
  11. 11. Cold Water Boot Camp • Nothing better than Testimonials
  12. 12. Just a Quick Question…
  13. 13. Baby It’s Cold (Outside)
  14. 14. June 30 - July 8 • Primary Audience: Anglers & Hunters • Wear Your Lifejacket • Boating Sober
  15. 15. Partners - Provincial Fishing Organizations - Conservation officers
  16. 16. Lifejacket Wear Zone
  17. 17. Targeted to Northern Canada resorts to encourage Lifejacket wear by their guests Margaret Palmer
  18. 18. • Lifejacket wear zone messaging was used to reinforce areas that lifejackets should be worn Posters & Banners
  19. 19. Tent Cards & Trivia • Tent cards were used on restaurant tables and in hotel rooms • Information about boating safety was presented in a trivia format to engage viewers.
  20. 20. Broadcast
  21. 21. Broadcast
  22. 22. Broadcast
  23. 23. Web Projects
  24. 24. Leveraged Awareness
  25. 25. Help is Closer Than You Think • Collection of videos and information • Mobile version for quick reference
  26. 26. Personal Outreach
  27. 27. Jacob Edward Williams Jr.
  28. 28. Water Everywhere but… … no Lifejackets
  29. 29. Project Overview • Education Program • Lifejacket Ownership Program (6 Communities) • Northern appropriate lifejackets • PCOC Program for the North • Cold Water Instructor Training for northern responders
  30. 30. • Lifejackets • Cold Water • Re-Boarding • Float Plan Education Program
  31. 31. WABUSK ASKS:
  32. 32. Primary Grades
  33. 33. Junior Grades
  34. 34. Senior Grades
  35. 35. Our First Partners
  36. 36. Lifejacket Delivery
  37. 37. Lifejacket Ownership Expanded
  38. 38. Done? Not yet !!
  39. 39. Establishment of a Donation Program for Gently Used Lifejackets • Reach out to collect suitable lifejackets for the north • CPS – ECP (Canadian Power and Sail Squadrons) • Old jackets trashed & serviceable jackets into service
  40. 40. Northern Youth Ambassadors
  41. 41. Northern Youth Ambassador + lifejacket top up for OLP • Deliver boating safety and critical SAR Awareness information to Junior Canadian Rangers (JCR) • Provide Lifejackets to each JCR • Provide additional lifejacket for family member / loved one • Encourage the JCRs to participate in SARawareness outreach
  42. 42. Train the Trainer • Cold Water Awareness • Importance of Lifejackets • Vessel re-boarding • The importance of leaving a trip plan Presented Topics
  43. 43. In The Field
  44. 44. What’s Next?
  45. 45. Augmented Reality (AR) for Education • There are a few key sectors where augmented reality can make a real impact and boating education can be one of them. • Turn educational materials into multimedia experiences serving video, audio, photos, polls, promotions, weblinks, 3D animation and other interactions.
  46. 46. • Augmented Reality enhanced media • Multiple language choices • Content delivered in a dynamic and entertaining way • Posters that tell a story • The medium is the message! Safety That Speaks To You
  47. 47. Cold Water Safety Ad •Video component •Additional information overlays Augmented Reality
  48. 48. Cold Water Safety Ad •Animated video component •Multiple messages Augmented Reality
  49. 49. • Powerful tool in a multi-faceted campaign • Attracts consumer attention for effective message delivery • Connects print and POP with web and drives message uptake through an entertaining multimedia experience Augmented Reality
  50. 50. • Content-heavy tags can quickly overwhelm the consumer. • Engage first, then leverage a multi-platform approach to delivery the information they need. Leverage Platforms
  51. 51. Ted Rankine CSBC / Playsafe Productions 905-960-5897 tedrankine@rogers.com
  52. 52. Hang Tag • Overwhelming amount of content for consumer • Difficult to determine key messages Current Version
  53. 53. • Small design changes can provide focus to the content Hang Tag Small Design Tweaks
  54. 54. • Redesign with stronger focus on key points • Leverage additional platforms to provide more detailed info • Jacket specific tag further improves ability to deliver relevant info to consumer Hang Tag Tag Redesign

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