Rachel Burkholder, Communications Director
National Safe Boating Council
2009 USCG Accident Statistics:2009 USCG Accident Statistics:
Key FindingsKey Findings
Deaths: 736 vs. 709 (in 2008) = 3.8...
National Campaign: OverviewNational Campaign: Overview
2009: 17 states without “Wear It!”
2010: ALL 50 STATES ARE USING “W...
National Campaign: OverviewNational Campaign: Overview
National Safe Boating Week: May 22 – 28, 2010
Events were held al...
National Campaign: OverviewNational Campaign: Overview
• Social Marketing Efforts:
– Facebook
• NSBC: 297 Fans
• Campaign:...
National Campaign: OverviewNational Campaign: Overview
• Media Efforts:
– Press Releases
• In first 24 hours, 69 online ne...
National Campaign: TraditionalNational Campaign: Traditional
OutreachOutreach
2010 Public Service Announcement
National Campaign: NontraditionalNational Campaign: Nontraditional
OutreachOutreach
• “The Life Jacket
Safety Dance” uses
...
National Campaign: ContestsNational Campaign: Contests
“Be a Survivor: Wear It!” Contest
National Safe Boating Council p...
““Be a Survivor: Wear It!”Be a Survivor: Wear It!”
8/4/2010: Lake Mohave, NV 9/4/2010: Off the coast of LA
““Be a Survivor: Wear It!”Be a Survivor: Wear It!”
““Wear It!” Targeted CampaignsWear It!” Targeted Campaigns
“Wear It Tennessee!” – 3rd
year
“Wear It Michigan!” – 2nd
yea...
Inflatable Life Jacket World Record EventInflatable Life Jacket World Record Event
Inflatable Life Jacket World Record Da...
Inflatable Life Jacket Education KitInflatable Life Jacket Education Kit
Kit is intended to educate about inflatable life...
North AmericanNorth American
Safe Boating Campaign SupportSafe Boating Campaign Support
Free Resources, including brochur...
National Safe Boating Council
Rachel Burkholder, Communications Director
outreach@safeboatingcouncil.org
www.SafeBoatingCo...
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2010 "Wear It!" Campaign - In Review

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A look back at the 2010 North American Safe Boating Campaign ("Wear It!")

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2010 "Wear It!" Campaign - In Review

  1. 1. Rachel Burkholder, Communications Director National Safe Boating Council
  2. 2. 2009 USCG Accident Statistics:2009 USCG Accident Statistics: Key FindingsKey Findings Deaths: 736 vs. 709 (in 2008) = 3.81% increase Drownings: 543 vs. 510 (in 2008) = 6.5% increase Accidents: 4,730 vs. 4,789 (in 2008) = 1.23% decrease Injuries: 3,358 vs. 3,331 (in 2008) = 0.81% increase Almost three-fourths of all fatal boating accident victims drowned, and of those, eighty-four (84) percent were not reported as wearing a life jacket.
  3. 3. National Campaign: OverviewNational Campaign: Overview 2009: 17 states without “Wear It!” 2010: ALL 50 STATES ARE USING “WEAR IT!”
  4. 4. National Campaign: OverviewNational Campaign: Overview National Safe Boating Week: May 22 – 28, 2010 Events were held all over the country during NSBW, throughout the summer Events could be posted on our web site under “Events” “Wear It Florida”: Life Jackets for Life Tour May 23 – 27, 2010: started in Jacksonville, ended in West Palm/Riveria Beach First year for this – other states in the future?
  5. 5. National Campaign: OverviewNational Campaign: Overview • Social Marketing Efforts: – Facebook • NSBC: 297 Fans • Campaign: 590 Fans – Twitter • NSBC: 499 followers • Campaign: 991 Followers – YouTube – Vimeo – MySpace – Wikipedia
  6. 6. National Campaign: OverviewNational Campaign: Overview • Media Efforts: – Press Releases • In first 24 hours, 69 online news outlets published the release, representing more than 27.5 million impressions (potential viewers). – E-Newsletter Blasts • Sent to over 22,000 recipients. • More than 5,000 recipients opened the email, representing a click rate of 3.4% (more than average). • Overall, the email drove more than 1,300 unique visitors to the North American Safe Boating Campaign • Campaign Outreach Materials: – Magnetic Postcard – Talking Points – Campaign Mailer – Lenticular Postcard / Poster
  7. 7. National Campaign: TraditionalNational Campaign: Traditional OutreachOutreach 2010 Public Service Announcement
  8. 8. National Campaign: NontraditionalNational Campaign: Nontraditional OutreachOutreach • “The Life Jacket Safety Dance” uses Facebook Connect to customize your own video • The entire promotion for this project has been viral
  9. 9. National Campaign: ContestsNational Campaign: Contests “Be a Survivor: Wear It!” Contest National Safe Boating Council put together “prize package” including inflatable life jacket Contest ran from May 22 – September 6, 2010 Float Yourself Float-O Contest www.FloatYourself.com
  10. 10. ““Be a Survivor: Wear It!”Be a Survivor: Wear It!” 8/4/2010: Lake Mohave, NV 9/4/2010: Off the coast of LA
  11. 11. ““Be a Survivor: Wear It!”Be a Survivor: Wear It!”
  12. 12. ““Wear It!” Targeted CampaignsWear It!” Targeted Campaigns “Wear It Tennessee!” – 3rd year “Wear It Michigan!” – 2nd year “Wear It New York!” 8th in drownings in 2008 9th in accidents in 2008 Focus on experiential marketing, educating and promoting (inflatable) life jackets
  13. 13. Inflatable Life Jacket World Record EventInflatable Life Jacket World Record Event Inflatable Life Jacket World Record Day Held on Thursday, May 20, 2010 at 11:00 EDT / 8:00 PDT  1,154 participants Goal: Promote life jacket wear, specifically inflatable life jackets, and general boating safety www.ReadySetInflate.com User-friendly format for Event Organizers/Media/Educational Component:  Join an Event/Organize an Event  Media Section  Videos/Photo Galleries  RESOURCES for Event Organizers
  14. 14. Inflatable Life Jacket Education KitInflatable Life Jacket Education Kit Kit is intended to educate about inflatable life jackets Kit Includes: Flip Chart 1 Suspender inflatable life jacket and 1 belt-pack inflatable life jacket and extra cylinders for demo Educational DVD/Sample PSAs Additional supporting materials (posters, reading materials, etc.) The Kit is available for purchase from the NSBC for $225 (including shipping and handling)
  15. 15. North AmericanNorth American Safe Boating Campaign SupportSafe Boating Campaign Support Free Resources, including brochures, posters, and stickers are available for your campaign efforts The NSBC offers an array of paid resources for your “Wear It!” campaign
  16. 16. National Safe Boating Council Rachel Burkholder, Communications Director outreach@safeboatingcouncil.org www.SafeBoatingCouncil.org / www.SafeBoatingCampaign.com

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