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Life Jacket Vans & Social Marketing

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Life Jacket Vans & Social Marketing

  1. 1. Lifejackets for Lobstermen National Life Jacket Association Rebecca Weil May 14, 2019 The Northeast Center for Occupational Health and Safety
  2. 2. The Northeast Center for Occupational Health and Safety Agriculture | Forestry | Fishing
  3. 3. Our Project Why commercial lobstermen are not wearing lifejackets What will change this long standing issue?
  4. 4. Started With Five Steps 1. Figure out why lobstermen don’t wear PFDs 2. Take those whys and figure out which are most important 3. Identify a selection of PFDs, have lobstermen test them and rank them 4. From that input, find PFDs that best meet lobstermen’s concerns and ideals and try to get lobstermen to buy them and wear them 5. Go back and see if change has occurred
  5. 5. Understanding Why People Don’t Wear Lifejackets
  6. 6. Baseline • 8% say they wear lifejackets, sometimes • 40.9% have fallen overboard • 87% know someone who has fallen overboard • Almost all of them know someone who has drowned.
  7. 7. What Lobstermen Said About Barriers to Use  Workability  Comfort/Risk/Price  Social Stigma  Risk Diffusion
  8. 8. Quatic Inflatable Rashguard 12-15lb/35-57N Mustang Survival MD 5283 Elite 38 38lbs/169N Hyde Sportswear Wingman 22.5lb/100N Kent Safety Products First Responder Vest 15.5lb/69N Kent Safety Products Rogue II Vest 12lb/53N Stormline 662 Flotation Bib 11lb/50N Mustang Survival MD 3075 Inflatable Belt Pack 38lb/169N Mullion Compact Wipe Clean 34lbs/150N Spinlock Deckvest DURO 38lb/170N Devices Trialed
  9. 9. Identify Lifejacket Preference • 181 Lobstermen Randomly Recruited • 1 Month Trial • Surveys at 1 wk and 4wk • Keep Lifejacket & $25 Stipend • Participation • Recruitment: 90.5% • Completion: 88.4%
  10. 10. Hyde Wingman Kent 1st Responder Kent Rogue II Mullion Mustang Elite Mustang Belt Pack Quatic Stormline Spinlock Comfort 3.7 2.5 3.3 2.5 3.4 3.3 3.6 4.0 3.1 Ease 4.6 4.3 4.8 4.3 4.7 4.7 4.2 3.8 4.1 Motion 4.4 2.6 3.2 3.4 3.3 3.9 4.2 4.2 3.5 Snags 4.4 3.2 4.1 3.9 3.7 4.0 4.6 4.6 3.4 Bulkiness 4.4 2.4 2.6 3.0 3.5 3.4 4.6 3.8 3.3 Interfere 4.5 2.6 3.4 3.3 3.6 3.8 4.3 4.5 3.2 Satisfaction 4.2 2.3 2.9 2.7 3.6 3.4 3.9 4.2 2.8 PFD Evaluation Scores No Clear Winner! (Ratings from 1 to 5, 1 being an unfavorable score and 5 being the most favorable score)
  11. 11. Summer Wk 4 n=79 Winter Wk 4 n=68 Reflector 91.1% (72) 89.7% (61) Personal locating beacon 78.5% (62) 79.4 % (54) Strobe 76.0% (60) 76.5% (52) Whistle 73.4% (58) 60.3% (41) Knife clip 69.6% (55) 60.3% (41) Flare 50.6% (40) 30.9% (21) D-ring 46.8% (37) 50.0% (34) Dye Marker 46.8% (37) 30.9% (21) Kill Switch 45.6% (36) 39.7% (27) Signal mirror 34.2% (27) 29.4% (20) Hydration pouch 31.7% (25) 23.5% (16) Cell phone pocket 30.4% (24) 13.2% (9) What Enhancements Would Increase Use?
  12. 12. 1 1.5 2 2.5 3 3.5 4 Kill Switch Ladder Personal locating beacon (1=Not at all important, 2=Not very important, 3=Important, 4=Very important) More Than Just a Flotation Device? 58% said yes, it would encourage them to wear a PFD
  13. 13. Motivators | Barriers Motivators % Selecting Barriers % Selecting Storm or high sea 74.8% Uncomfortable 74.2% Emergency 73.5% Interferes w/movement 66.5% Hauling/setting 34.8% Use survival suit 61.9% Darkness 34.2% Entanglement 49.0% On Deck in transit 17.4% Makes me feel foolish 15.5% Crossing shoal 16.8% None 7.7% Being on deck 13.5% Peer pressure 6.5% None 7.1%
  14. 14. The Ideal Lifejacket: Comfortable and Workable  Flat, non bulky  Something they already wear  Easy to clean  Cool or add warmth  No buckles or straps No entanglement hazard
  15. 15. At This Point, We Knew • Resistance • Powerful habits • Imperative to try on PFDs • Need to address and lower the barriers • Offer cover • Signs of right direction
  16. 16. Personal Choice & Need Personal Choice  Cost  Wear Type  Flotation Type  Buoyancy Level  Certification Perception of Need  Role  Task/Location  Season
  17. 17. Lifejacket Vans
  18. 18. Hyde Sportswear Wingman 22.5lb USCG Type V Kent Safety Products Rogue II Vest 12lb Buoyancy Aid Stormline 662 Flotation Bib 11lb Buoyancy Aid Mustang Survival MD 3075 Inflatable Belt Pack 38lb USCG Type III ‘Ideal’ PFDs Offering Personal Choice in Vans Coleman Shipmate Industrial Vest 15.5lb USCG Type III Mustang Survival MD 3188 35lb USCG Type V Spinlock Deckvest DURO 38lb/170N ISO Mustang Khimera 22 Hybrid 12.5/20lb USCG Type III Hero Inflatable Rash Guard 50 N ISO EN393 West Marine Ultra- Slim Manual Belt Pack 15-20lb Type III- V Mustang Survival MD 5183 28lb USCG Type V
  19. 19. Wearitto work. #Wearit #lifejacket2work
  20. 20. Promotion Building on valued concepts
  21. 21. 1. Family & Legacy
  22. 22. Legacy Preserver
  23. 23. Legacy Preserver
  24. 24. 2. Captain-Crew Relationships
  25. 25. Good Crew
  26. 26. Good Crew
  27. 27. 3. Myths and Barriers: Survival Concerns  Hypothermia Myth – 1-10-1  Survival Suit  plan to use instead of lifejacket  Rope Entanglement  Inflatables: confidence & maintenance  Durability and cost of maintenance  Swimming “Out of 10 captains I’ve worked for, 9 didn't swim, 3 would sink instantly.” “Wouldn’t last 2-3 minutes in the water, too cold”
  28. 28. Cold Water Survival 1-10-1
  29. 29. Social Marketing- How to Increase Lifejacket Use? • Place • Bring PFDs right to where they are: Vans • Product • Give the fishermen what they’ve asked for • Price • If you want them to try them for the 1st time, better give a discount • Promotion • Remind them what they asked for and what means something to them
  30. 30. Maine Lobstermen's Association Fishing Families & Communities FISHERIES COMMISSION
  31. 31. QUESTIONS OR COMMENTS?
  32. 32. Barrier: Survival Systems & Staying Alive Stay Aboard Stop Boat/Alert Crew Stay Afloat Reboard

Editor's Notes

  • Our Mission: 11 Centers funded by CDC to improve Ag/Forestry/Fishing
  • Figure out why they don’t wear lifejackets
    Take those whys and figure out which are most important
    Identify from all lifejackets the ones that most address lobstermen’s concerns
    Have a group of lobstermen try them and rank them
    Choose the best ones and try to get lobstermen to buy one and wear it
    Go back and see if change has occurred
  • Safety applied
    Just not wearing lifejackets
  • Lobstermen selecting lifejackets. Manufacturers describing attributes. Researchers sharing what they have done. Safety trainers.
  • 40.9% Had fallen overboard- No one was wearing a PFD at the time of falling overboard.

    87% Knew someone who had fallen overboard
    (Source: NEC PFD Survey n=147)
  • The group of models in the upper-range consisted of the Hyde Wingman (4.2), the Mustang Elite (3.6), the Mustang Belt Pack (3.6), the Quatic (3.9), and the Stormline (4.2).
    The two highest scoring PFD models in terms of overall satisfaction were the Stormline and the Hyde Wingman, with both models having an overall score of 4.2. The Stormline was found to have a significantly higher score than either the Kent First Responder (p=.003) or the Mullion (p=.021). The Wingman also had a significantly higher rating than either of these two models (Kent p=.004, Mullion p=.025). These two were followed closely in rating by the Quatic (3.9). However, the Quatic was not rated significantly different than any other individual model, nor were there any other significant pairwise differences other than the four noted above. The two strongest predictors of overall satisfaction with the PFD (satisfaction) were “comfort” and “interfere” (both rho=.78, p<.0001). These were followed in importance by “limit” (rho=.70, p<.0001), “bulkiness” (rho=.70, p<.0001), “often snagged” (rho=.42, p<.0001), and “ease” (rho=.19, p=.014). Of the scored responses to the six remaining questions relating to “comfort”, “ease”, “motion”,“snags”, “bulkiness”, and “interfere” in Table 2, only the Kent 1st Responder had a majority of values below 3.0.

  • Q: Would these additional safety options increase wear?
  • Something we already wear
  • Role
    Sternman/Captain
    Task or location
    Skiff /Mooring/Boat
    Nearshore/Offshore
    Hauling/Setting
    Season
  • Criteria for Van: Ideal PFD, Flotation type, Wear type, Buoyancy, Certification, Cost

  • Concepts identified with Focus Groups, images tested:
    Three concepts chosen: Legacy/Family, Crew, Cold water survival
  • Easy, Comfortable, Normal
  • Randomized surveys before and after lifejacket social marketing campaign

    Ports in MA and ME-alternating treatment and control

    Stage of Change measured at baseline and follow-up in both groups

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