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National Safe Boating Council

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Presenter: Presenter: Chris Stec, Chair, NSBC Board of Directors

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National Safe Boating Council

  1. 1. Chris Stec, National Safe Boating Council 2019 Life Jacket Association Annual Conference Safe Boating Campaign: Harnessing Social Change Marketing to Make Life Jacket Wear the Norm
  2. 2. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five 2 Life Jacket Wear Challenge SAFEBOATINGCAMPAIGN.COM
  3. 3. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Social Change Marketing Winning over people is not about a good argument, telling them what to do or scaring them into a new behavior. This can be ignored, overshadowed or not truly heard. What gives a new idea life is not logic or wording; it’s connection. It is about harnessing and influencing the factors that determine how people listen and react. It’s about affecting what people do. SAFEBOATINGCAMPAIGN.COM
  4. 4. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five People Choose To Do Fun Easy Popular SAFEBOATINGCAMPAIGN.COM
  5. 5. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five 5 Where Do We Start SAFEBOATINGCAMPAIGN.COM
  6. 6. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Seat Belt Behavior Change SAFEBOATINGCAMPAIGN.COM What changed? • Law and penalties • Equipment easier to use • Frequent reminders/triggers • Norms: Expectations of behavior triggered and amplified by campaigns What didn’t change? • Risk
  7. 7. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Change the Intent SAFEBOATINGCAMPAIGN.COM Why aren’t more people wearing life jackets? • It’s not rewarding • It’s not what’s expected or what people like me to do • It’s not easy enough to do ● Make it feel normal ● Align the behavior with the person’s self-standards ● Align the behavior with the person’s social identity
  8. 8. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five We’re not cool SAFEBOATINGCAMPAIGN.COM Life jackets are cool! Oh yeah, so cool! Yes, we are here to tell you what’s hip and popular. Because we have that kind of cred. Man I wish I was as cool as you all.
  9. 9. Body Level One Body Level Two Body Level Three Body Level Four Body Level FiveSAFEBOATINGCAMPAIGN.COM
  10. 10. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Concept: Wear It Out Wearing a life jacket shows you’re a real boater – you know what you’re doing and you’re passionate about it. Tone: Aspirational, fun, passionate, insider knowledge, brand validation Emotional Appeal: ● Find fun and relaxation ● Leave behind worries and hassles ● Show off and experience boat’s best attributes ● Fun - seeking stimulus, excitement ● Peer approval SAFEBOATINGCAMPAIGN.COM
  11. 11. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five
  12. 12. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five
  13. 13. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five
  14. 14. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five
  15. 15. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Implementation Concept Manufacturer feedback and adjustments Next Step Partner commitment Marketing kit SAFEBOATINGCAMPAIGN.COM
  16. 16. 2019 Life Jacket Association Annual Conference Questions Contact: Peg Phillips, Executive Director National Safe Boating Council pphillips@safeboatingcouncil.org

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