Canadian Safe Boating Initiative – Innovative New Ways to Engage the Consumer
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Presenter: Ted Rankine, Playsafe Productions
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Canadian Safe Boating Initiative – Innovative New Ways to Engage the Consumer
- 1. Innovative (new) ways to engage the consumer Ted Rankine CSBC / Playsafe Productions
- 3. Months of Road Construction Months of Winter 2 10
- 5. • 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:
- 8. •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
- 9. •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
- 10. 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
- 12. 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
- 13. Playsafe Productions • Aviation • Ground SAR • Autism
- 15. Innovative (new) Ways to Engage the Consumer “The medium is the message” - Marshall McLuhan
- 16. 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
- 18. Cold Water Boot Camp • Nothing better than Testimonials
- 21. Baby It’s Cold (Outside)
- 23. June 30 - July 8 • Primary Audience: Anglers & Hunters • Wear Your Lifejacket • Boating Sober
- 25. Partners - Provincial Fishing Organizations - Conservation officers
- 27. Targeted to Northern Canada resorts to encourage Lifejacket wear by their guests Margaret Palmer
- 28. • Lifejacket wear zone messaging was used to reinforce areas that lifejackets should be worn Posters & Banners
- 29. 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.
- 30. Broadcast
- 31. Broadcast
- 32. Broadcast
- 33. Web Projects
- 38. Help is Closer Than You Think • Collection of videos and information • Mobile version for quick reference
- 41. Water Everywhere but… … no Lifejackets
- 43. Project Overview • Education Program • Lifejacket Ownership Program (6 Communities) • Northern appropriate lifejackets • PCOC Program for the North • Cold Water Instructor Training for northern responders
- 44. • Lifejackets • Cold Water • Re-Boarding • Float Plan Education Program
- 45. WABUSK ASKS:
- 46. Primary Grades
- 47. Junior Grades
- 48. Senior Grades
- 56. Done? Not yet !!
- 57. 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
- 59. 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
- 60. Train the Trainer • Cold Water Awareness • Importance of Lifejackets • Vessel re-boarding • The importance of leaving a trip plan Presented Topics
- 61. In The Field
- 62. What’s Next?
- 63. 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.
- 64. • 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
- 66. Cold Water Safety Ad •Video component •Additional information overlays Augmented Reality
- 67. Cold Water Safety Ad •Animated video component •Multiple messages Augmented Reality
- 68. • 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
- 69. • Content-heavy tags can quickly overwhelm the consumer. • Engage first, then leverage a multi-platform approach to delivery the information they need. Leverage Platforms
- 71. Ted Rankine CSBC / Playsafe Productions 905-960-5897 tedrankine@rogers.com
- 72. Hang Tag • Overwhelming amount of content for consumer • Difficult to determine key messages Current Version
- 73. • Small design changes can provide focus to the content Hang Tag Small Design Tweaks
- 74. • 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
Editor's Notes
- Intro myself The title … I have bracketed the new .. I want to make this informative and entertaining. Hopefully open your minds to ways that you might consider getting the message of new jackets, new labelling out to the public and along the way help us .. Boating safety advocates .. To normalize lifejacket wear. You have a very important responsibility especially now with new news.. To encourage proper lifejacket purchase, more lifejacket wear, reduce unnecessary boating deaths and help the boating industry to grow by getting more people into boats and helping make boating safer and therefor more enjoyable.
- I know what those of you who know me might be thinking… oh no .. Another TED Talk !!
- So first of all, maybe you already know that I am from Canada .. You know that place way up north of here …10 months of winter and 2 months of road construction… of course Jason’s Canada is different… 12 months of boating there on the west coast !!
- It is actually a great place. Super summers, that run a lot longer than just two months, even outside of British Columbia. We have more lakes, rivers and oceans to boat in than most any country and a ton of boats… estimated at 8.6 million.. And for a country with less than 40 million population, we are not quite like the boating version of Herbert Hoovers, chicken in every pot and car in every garage .. But close.
- And to boating participation – this slide says it all. This is a recent survey we did on boating participation in Canada… good news for Now we do have winter .. But Canadians are quite ingenious on ways to extend or capitalize on the winter season.
- Whether it be keeping the water open as long as possible … btwthis is a newfie icebreaker
- Or simply improvising to keep boating even when the water is hard.
- This slide shows our boating safety focus….Btw that 130 drownings is down by about 45 % over the past 10 or so years, so we are doing something right because boating is NOT getting smaller in population
- This slide shows our boating safety focus….Btw that 130 drownings is down by about 45 % over the past 10 or so years, so we are doing something right because boating is NOT getting smaller in population
- So first to the CSBC .. Who are we ?
- I am am with playsafe productions… a Canadian and US corporation. Our back ground is aviation and marine and our focus on safety is what we do
- In brief we … read … Don’t judge my website – shoe makers kids. Our marine pedigree Background has come from my own and many of our peoples time working in the boating media industry. And although much of our work is directed towards boating, we are not just all wet.
- We have taken our skill set and adapted it into a variety of other disciplines…
- What I am going to do today is review some our project work that focused on lifejackets which I used and have used interchangably for both PFDs and Lifejackets. Some of you might have been here a few years ago when the new standards work was just commencing. And I was here talking QR codes and everyone asked then … aren’t they old news. Well, actually they are not … at least most everyone in business doesn’t thinks so… even West Jet for my ticket down here. But they have morfed into something very cool which I will show you later. The key to the success of our work is to do 2 things … put ‘our butts’ into the chairs of our audiences and use whatever medium to better help deliver the message. Marshall McLuhan, a professor and futurist was a pretty smart guy. In the early 60s he proclaimed that ‘the medium IS the message” which we take seriously. 1964 he also predicted a global village in the future where our world would be connected through an electronic nervous system… maybe TV but I prefer to think he was foreshadowing the internet.
- So how do we put our butts in our audience seats ?....We start with research .. And btw we do a lot of it… and a lot of different kinds. I have this information on the screen because it helped Playsafe start down the safety path almost 15 years ago. US coast guard research among others with boaters demonstrated that significantly more deaths per boating incident occurred when the water was under 50 degrees than warmer water. Like almost 10 times ! And in the place where the water is cold all the time ( or so many think) in Canada, the numbers from the Lifesaving Society held up. We also researched why boaters why they don’t wear a lifejacket. There were lots of answers. Look stupid is seldom offered and likely one of the most relevant among those who drown .. Men … number one reason was ‘I can swim’ So cold water boot camp was meant to prove in fact that they cant and get boaters into lifejackets.
- That launched us into our cold water series, of which we made one in the USA and one for Canada. And Although it appears to be about cold water .. And in fact it was … its main goal was to get people to stop saying I can swim and get them into lifejackets. Volunteers.. We threw them into the water to see how long that they would have survived. It was on the web and we also broadcasted it both at the network and community levels.
- Chuck yost .. Tennissee wildlife officer Mario vittone.. Coast guard rescue swimmer instructor. BTW, some states, for example New York implemented mandatory lifejacket wear for fall, winter and early spring months. Connecticut, Maine, Massachusetts, New York and Pennsylvia.
- After the success with cold water boot camp we learned that it was just as important to create something for the responders as well. Beyond cold water boot camp provided answers on how to deal with a hypothermic subject because stats showed that for some reason 20 % were dying during or just after rescue. Hey, Just a quick question… if you fell into ice cold water
- What followed was baby its cold outside which was the ground version of our cold water series and designed for both the public and first responders…. And this was before the controversy.
- With the CSBC we wanted to focus lifjejacket wear on a large audiene. 50 % of the boats sold, the primary reason was to fish. We capitalize on that fact each year in the early summer, during national fishing week with our own safety campaign ‘hooked on lifejackets’
- We did this because those who fish are harder to reach with boating safety messages because they are more about fishing than boating, so we had to change that message up along with our partnerships.
- We got some new creative for magazines, some launch ramp and bait shop hand outs and weiseled our way into many of the provincial fishing guides.
- And to top it off, we set out to engage every provincial and territorial fishing and hunting organization and conservation officers = game wardens. These people know how to talk to those who fish and they already have their attention.
- Here is another little integrated campaign that we created to help normalize lifejacket wear in an obvious but in my mind, a neglected environment
- Meet Margaret Palmer …. An insurance agent specializing in resorts and fish camps. Margaret pounded on the drum at resort meetings to get them to participate. Her battle cry focused on cold water even good swimmers can succumb to a sudden, fully-clothed emersion in the lake. She promoted the purchase of more comfortable lifejackets that would be worn and not wear out as fast as the ones you find all wet and sandy in the bottom of the rental boat.
- Then she had the resorts order and place posters around the water and boat boarding areas. The sign elicited conversation…Maybe not with everyonel. Canadian guests probably just followed what appeared to a be a rule. ..with others it elicited a conversation … What is a lifejacket wear zone ?? And tnis is where the resort owner could make the lifejacket pitch.
- But it was pitched even before hand through communications with guests before they arrived and with Posters and tent cards And it was done a bit tongue in cheek… Explaining why a lifejacket is such a good idea… because our fish are sooo big of course !! And on the back some fun trivia. Like what % of drownings were the result of falling overboard .. 48 % … What percent were the victims peeing over the side of the boat… what do YOU you think?? Urban myth… where data was available only 3 %
- We do a lot in broadcast .. But like fishing you need a hook .. Whether it be a celebrity ….
- Or a unique situation or proposition ..
- Wanna hear what we broadcast they said…..??
- First some new creative that is simply not the old ‘wear your lifejacket message’ . Now don’t get me wrong it is one of the lead messages but framed differently… more intelligently and thoughtful. If the unexpected happens, help is closer than you think. YEP that’s right… You are wearing it. We first created both an ad and a billboard. But not a billboard for someone making a fast pass, like in a car, but rather to be placed in areas where people hang around a bit. Like transit shelters. Where someone has time to respond to our call to action.
- And the call to action was to go to a mobile web site, in this case ‘survive the wait’ where the visitor could learn a great deal about survival and alerting othere for help. And this year our NEW slim jim will reflect the new look of the campaign to tie it all together.
- We also are involved with the development of a lifejacket awareness program in the far north.
- The first is Operation Life Preserver. Meet Jacob Williams. Jacob drowned pulling in his fishing net in the Albany river in northern Canada. He might not have, had he had on a lifejacket or had a reboarding device.
- The pictures here depict what is currently available in the Northern Store and / or Co-op store in each community After multiple visits, Steph noticed that the same lifejackets were still available 6 months apart … nothing was bought nor restocked and in the exact same position … Child Lifejacket … same kind … in different communities - Lots of work to do here … the jackets are the first issue and not an inconsequential one…certification is a big cost and the market is unknown Marketing, distribution and pricing - Meetings with community leaders, rangers to discuss what needs to be done. - Manufacturers
- This is the kind of water and conditions that Jacob and others in northern Canada boat on. Big water, cold water and not many others around.
- So we came up with this idea. Develop an educational program, a lifejacket ownership program …kind of like a skate exchange, figure out how to make northern appropriate lifejackets available at a reasonable price, investigate the relevancy of a PCOC program for the north.. Kind of what you do here and we do in Canada .. a dry land boat training program and of course cold water training programs.
- The education program geared for school aged children focusing on Lifejackets, Cold Water Awareness, Re-Boarding Device, Float Plan. And delivered in schools
- At the primary grade level, grades K through to 4
- At the Junior grades level, grades 5 to 8
- And at the serior grades levels… 9 through to 12 And as you have noticed in relevant languages. Cree, Ojibuwa, innuktatuk,, French and yes English too.
- The only way a project this massive would work is with Partners. We started our work with the Canadian Rangers in the province of Ontario, and it was very successful. Our key was long term sustainability … a train the trainers ( who live in the north) type of operation. Since then we have expanded throughout the Canadian north and our partners have also expanded depending on who is in the communities. In addition to the Rangers, we are now working with the Royal Canadian Mounted Police, the Canadian Coast Guard … they are delivering life jackets and education in places where they break ice in the summer, the Coast Guard auxiliary and local safety officers.
- We traveled around to the communities and really made it interactive for the kids. We had kids try on the lifejackets to show proper fitting and taught them how to get into the HELP position to keep warm if they end up in cold water!
- We commenced a pilot program of including lifejackets with the education in some …like 5… of the communities. And by the way most of the areas we are in are only served year round by aircraft. Couple of things happened.. First great lifejacket pricing.. Next free delivery … an expanded budget .. And voila we have delivered more than 10,000 lifejackets along with all the education by this summer
- And we don’t just dole the jackets out at school. The children and their parents or caregivers gather at a different place and different time to receive and have the jackets fitted along with an agreement. If the child takes care of their jacket, the next season what is equivalent to a skate exchange happens at the fire hall or band office where the children can come and trade up to a better fitting jacket as they grow.
- We found some more money and expanded our lifejacket program, but even without lifejackets the teaching still continues. By this season we will be approaching having taught more than 10000.. Of note . Free delivery
- We have accomplished a lot .. But as it turns out we are not done yet…as with any project we work to create some sustainabitity
- We have accomplished a lot .. But as it turns out we are not done yet…as with any project we work to create some sustainabitity
- to establish a format for collection of lifejackets and how to review what is serviceable to put into use in the north How to collect, triage, transport and distribute. Gets old stuff out and serviceable stuff into service
- This is a two year, two part program that will deliver boating safety and critical SAR Awareness information to youth and others in Northern communities. Part 1: To engage and train JR CR’s on lifejackets, reboarding, cold water awareness and trip planning. Lifejackets will be distributed to all the JR CR’s that are attending the ETS camps in the summer Part 2: is an extension of the OLP Lifejacket Ownership Program, where lifejackets will be distributed into additional communities in Nunavik, Northern Quebec and others in Canada.
- At the camps, the CSBC representatives were able to present to the JR RC’s and the CRPG leaders in attendance on: Cold Water Awareness, importance of Lifejackets, Vessel re-boarding and the importance of leaving a trip plan.
- In the field, or rather on the tundra the education was delivered, Ambassadors recruited and differences made.