SlideShare a Scribd company logo
1 of 74
Innovative (new) ways
to engage the consumer
Ted Rankine
CSBC / Playsafe Productions
Months of
Road Construction
Months of
Winter
2
10
• 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:
•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
•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
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
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
Playsafe Productions
• Aviation
• Ground SAR
• Autism
Innovative (new) Ways to
Engage the Consumer
“The medium is
the message”
- Marshall McLuhan
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
Cold Water
Boot Camp
• Nothing better than
Testimonials
Just a Quick
Question…
Baby It’s Cold (Outside)
June 30 - July 8
• Primary Audience:
Anglers & Hunters
• Wear Your Lifejacket
• Boating Sober
Partners - Provincial Fishing Organizations
- Conservation officers
Lifejacket Wear Zone
Targeted to Northern
Canada resorts to
encourage Lifejacket
wear by their guests
Margaret Palmer
• Lifejacket wear zone
messaging was used
to reinforce areas
that lifejackets
should be worn
Posters & Banners
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.
Broadcast
Broadcast
Broadcast
Web Projects
Leveraged
Awareness
Help is Closer
Than You Think
• Collection of
videos and
information
• Mobile version for
quick reference
Personal Outreach
Jacob Edward
Williams Jr.
Water Everywhere but…
… no Lifejackets
Project
Overview
• Education Program
• Lifejacket Ownership Program (6 Communities)
• Northern appropriate lifejackets
• PCOC Program for the North
• Cold Water Instructor Training for northern responders
• Lifejackets
• Cold Water
• Re-Boarding
• Float Plan
Education Program
WABUSK ASKS:
Primary
Grades
Junior
Grades
Senior
Grades
Our First
Partners
Lifejacket Delivery
Lifejacket Ownership Expanded
Done?
Not yet !!
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
Northern Youth
Ambassadors
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
Train the Trainer
• Cold Water Awareness
• Importance of Lifejackets
• Vessel re-boarding
• The importance of leaving a trip plan
Presented Topics
In The Field
What’s Next?
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.
• 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
Cold Water Safety Ad
•Video component
•Additional information overlays
Augmented Reality
Cold Water Safety Ad
•Animated video component
•Multiple messages
Augmented Reality
• 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
• Content-heavy tags can
quickly overwhelm the
consumer.
• Engage first, then leverage
a multi-platform approach
to delivery the information
they need.
Leverage Platforms
Ted Rankine
CSBC / Playsafe Productions
905-960-5897
tedrankine@rogers.com
Hang Tag
• Overwhelming amount
of content for
consumer
• Difficult to determine
key messages
Current Version
• Small design changes can
provide focus to the content
Hang Tag
Small Design Tweaks
• 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

More Related Content

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

Always Ready – A Televised Life Jacket Wear Campaign
Always Ready – A Televised Life Jacket Wear CampaignAlways Ready – A Televised Life Jacket Wear Campaign
Always Ready – A Televised Life Jacket Wear CampaignNASBLA
 
Discover Boating and Insights Into Industry Trends - Freya Olsen
Discover Boating and Insights Into Industry Trends - Freya OlsenDiscover Boating and Insights Into Industry Trends - Freya Olsen
Discover Boating and Insights Into Industry Trends - Freya OlsenNASBLA
 
Safe Boating Waikato Meeting 19/03/2014
Safe Boating Waikato Meeting 19/03/2014Safe Boating Waikato Meeting 19/03/2014
Safe Boating Waikato Meeting 19/03/2014Sue West
 
CPS YC-presentation
CPS YC-presentationCPS YC-presentation
CPS YC-presentationedelaire
 
SeaWorld's Response to Blackfish
SeaWorld's Response to BlackfishSeaWorld's Response to Blackfish
SeaWorld's Response to BlackfishJordanLukat
 
The Success & Future Plans for the Sea Tow Foundation's Life Jacket Loaner P...
 The Success & Future Plans for the Sea Tow Foundation's Life Jacket Loaner P... The Success & Future Plans for the Sea Tow Foundation's Life Jacket Loaner P...
The Success & Future Plans for the Sea Tow Foundation's Life Jacket Loaner P...NASBLA
 
Angela Mikalide "National Drowning Prevention Campaign" NDPA Symposium 2012
Angela Mikalide "National Drowning Prevention Campaign" NDPA Symposium 2012Angela Mikalide "National Drowning Prevention Campaign" NDPA Symposium 2012
Angela Mikalide "National Drowning Prevention Campaign" NDPA Symposium 2012National Drowning Prevention Alliance
 
WaterRescueCon Brochure 2018
WaterRescueCon Brochure 2018WaterRescueCon Brochure 2018
WaterRescueCon Brochure 2018K 38
 
More than just pulling people out of the water. Developing behaviour change c...
More than just pulling people out of the water. Developing behaviour change c...More than just pulling people out of the water. Developing behaviour change c...
More than just pulling people out of the water. Developing behaviour change c...CharityComms
 
Life Jacket Safety Initiatives and Resources
Life Jacket Safety Initiatives and ResourcesLife Jacket Safety Initiatives and Resources
Life Jacket Safety Initiatives and ResourcesNASBLA
 
STW Retreat 2014 Session 2: Programs
STW Retreat 2014 Session 2: ProgramsSTW Retreat 2014 Session 2: Programs
STW Retreat 2014 Session 2: ProgramsNik Strong-Cvetich
 
Outlook on Paddlesports
Outlook on PaddlesportsOutlook on Paddlesports
Outlook on PaddlesportsNASBLA
 
What Is Drowning Prevention And How Do You Do It
What Is Drowning Prevention And How Do You Do ItWhat Is Drowning Prevention And How Do You Do It
What Is Drowning Prevention And How Do You Do ItSshook06
 
LJA and the U.S. National Water Safety Action Plan
LJA and the U.S. National Water Safety Action PlanLJA and the U.S. National Water Safety Action Plan
LJA and the U.S. National Water Safety Action PlanNASBLA
 

Similar to Canadian Safe Boating Initiative – Innovative New Ways to Engage the Consumer (20)

Always Ready – A Televised Life Jacket Wear Campaign
Always Ready – A Televised Life Jacket Wear CampaignAlways Ready – A Televised Life Jacket Wear Campaign
Always Ready – A Televised Life Jacket Wear Campaign
 
Discover Boating and Insights Into Industry Trends - Freya Olsen
Discover Boating and Insights Into Industry Trends - Freya OlsenDiscover Boating and Insights Into Industry Trends - Freya Olsen
Discover Boating and Insights Into Industry Trends - Freya Olsen
 
2017 IBWSS: Panel Discussion: Attracting, Engaging and Recruiting The Next Ge...
2017 IBWSS: Panel Discussion: Attracting, Engaging and Recruiting The Next Ge...2017 IBWSS: Panel Discussion: Attracting, Engaging and Recruiting The Next Ge...
2017 IBWSS: Panel Discussion: Attracting, Engaging and Recruiting The Next Ge...
 
State of the NDPA Address
State of the NDPA AddressState of the NDPA Address
State of the NDPA Address
 
Safe Boating Waikato Meeting 19/03/2014
Safe Boating Waikato Meeting 19/03/2014Safe Boating Waikato Meeting 19/03/2014
Safe Boating Waikato Meeting 19/03/2014
 
CPS YC-presentation
CPS YC-presentationCPS YC-presentation
CPS YC-presentation
 
Swimming and Injury Prevention for First Nations Communities in Ontario
Swimming and Injury Prevention for First Nations Communities in OntarioSwimming and Injury Prevention for First Nations Communities in Ontario
Swimming and Injury Prevention for First Nations Communities in Ontario
 
2018 IBWSS: Work that Waterfront - Programming to Help Enhance Your Waterspor...
2018 IBWSS: Work that Waterfront - Programming to Help Enhance Your Waterspor...2018 IBWSS: Work that Waterfront - Programming to Help Enhance Your Waterspor...
2018 IBWSS: Work that Waterfront - Programming to Help Enhance Your Waterspor...
 
SeaWorld's Response to Blackfish
SeaWorld's Response to BlackfishSeaWorld's Response to Blackfish
SeaWorld's Response to Blackfish
 
The Success & Future Plans for the Sea Tow Foundation's Life Jacket Loaner P...
 The Success & Future Plans for the Sea Tow Foundation's Life Jacket Loaner P... The Success & Future Plans for the Sea Tow Foundation's Life Jacket Loaner P...
The Success & Future Plans for the Sea Tow Foundation's Life Jacket Loaner P...
 
Angela Mikalide "National Drowning Prevention Campaign" NDPA Symposium 2012
Angela Mikalide "National Drowning Prevention Campaign" NDPA Symposium 2012Angela Mikalide "National Drowning Prevention Campaign" NDPA Symposium 2012
Angela Mikalide "National Drowning Prevention Campaign" NDPA Symposium 2012
 
Webinar | Engaging the Private Sector in National Adaptation Plans: A toolkit...
Webinar | Engaging the Private Sector in National Adaptation Plans: A toolkit...Webinar | Engaging the Private Sector in National Adaptation Plans: A toolkit...
Webinar | Engaging the Private Sector in National Adaptation Plans: A toolkit...
 
WaterRescueCon Brochure 2018
WaterRescueCon Brochure 2018WaterRescueCon Brochure 2018
WaterRescueCon Brochure 2018
 
More than just pulling people out of the water. Developing behaviour change c...
More than just pulling people out of the water. Developing behaviour change c...More than just pulling people out of the water. Developing behaviour change c...
More than just pulling people out of the water. Developing behaviour change c...
 
Life Jacket Safety Initiatives and Resources
Life Jacket Safety Initiatives and ResourcesLife Jacket Safety Initiatives and Resources
Life Jacket Safety Initiatives and Resources
 
STW Retreat 2014 Session 2: Programs
STW Retreat 2014 Session 2: ProgramsSTW Retreat 2014 Session 2: Programs
STW Retreat 2014 Session 2: Programs
 
Day of the Seafarer toolkit 2015
Day of the Seafarer toolkit 2015 Day of the Seafarer toolkit 2015
Day of the Seafarer toolkit 2015
 
Outlook on Paddlesports
Outlook on PaddlesportsOutlook on Paddlesports
Outlook on Paddlesports
 
What Is Drowning Prevention And How Do You Do It
What Is Drowning Prevention And How Do You Do ItWhat Is Drowning Prevention And How Do You Do It
What Is Drowning Prevention And How Do You Do It
 
LJA and the U.S. National Water Safety Action Plan
LJA and the U.S. National Water Safety Action PlanLJA and the U.S. National Water Safety Action Plan
LJA and the U.S. National Water Safety Action Plan
 

More from NASBLA

Update from the National Association of State Boating Law Administrators (NAS...
Update from the National Association of State Boating Law Administrators (NAS...Update from the National Association of State Boating Law Administrators (NAS...
Update from the National Association of State Boating Law Administrators (NAS...NASBLA
 
USCG Office of Boating Safety
USCG Office of Boating SafetyUSCG Office of Boating Safety
USCG Office of Boating SafetyNASBLA
 
A Professional Angler’s Take on Boating Safety
A Professional Angler’s Take on Boating SafetyA Professional Angler’s Take on Boating Safety
A Professional Angler’s Take on Boating SafetyNASBLA
 
National Association of State Boating Law Administrators (NASBLA)
National Association of State Boating Law Administrators (NASBLA)National Association of State Boating Law Administrators (NASBLA)
National Association of State Boating Law Administrators (NASBLA)NASBLA
 
Life Jackets for Every Boating Activity
Life Jackets for Every Boating ActivityLife Jackets for Every Boating Activity
Life Jackets for Every Boating ActivityNASBLA
 
Aqua Alert
Aqua AlertAqua Alert
Aqua AlertNASBLA
 
Rapid Changing Cover Designs Enhance User Wearability
Rapid Changing Cover Designs Enhance User WearabilityRapid Changing Cover Designs Enhance User Wearability
Rapid Changing Cover Designs Enhance User WearabilityNASBLA
 
How Product Evolution is Increasing Safety on the Water
How Product Evolution is Increasing Safety on the WaterHow Product Evolution is Increasing Safety on the Water
How Product Evolution is Increasing Safety on the WaterNASBLA
 
USCG Lifesaving & Fire Safety Division Update
USCG Lifesaving & Fire Safety Division UpdateUSCG Lifesaving & Fire Safety Division Update
USCG Lifesaving & Fire Safety Division UpdateNASBLA
 
Regulatory Framework in Europe & the Changes Related to Brexit for PFD's
Regulatory Framework in Europe & the Changes Related to Brexit for PFD'sRegulatory Framework in Europe & the Changes Related to Brexit for PFD's
Regulatory Framework in Europe & the Changes Related to Brexit for PFD'sNASBLA
 
UL R&D Manikin Project Update
UL R&D Manikin Project UpdateUL R&D Manikin Project Update
UL R&D Manikin Project UpdateNASBLA
 
UL Business Updates
UL Business UpdatesUL Business Updates
UL Business UpdatesNASBLA
 
Life Jacket Website
Life Jacket WebsiteLife Jacket Website
Life Jacket WebsiteNASBLA
 
State Boating Safety & Marine Law Enforcement Outreach
State Boating Safety & Marine Law Enforcement OutreachState Boating Safety & Marine Law Enforcement Outreach
State Boating Safety & Marine Law Enforcement OutreachNASBLA
 
Strategic Planning Overview, LJA Membership & Bylaws, and Approval Process
Strategic Planning Overview, LJA Membership & Bylaws, and Approval ProcessStrategic Planning Overview, LJA Membership & Bylaws, and Approval Process
Strategic Planning Overview, LJA Membership & Bylaws, and Approval ProcessNASBLA
 
Product Safety and the Regulatory Landscape
Product Safety and the Regulatory LandscapeProduct Safety and the Regulatory Landscape
Product Safety and the Regulatory LandscapeNASBLA
 
Life Jacket Label Surcharge Fund Update
Life Jacket Label Surcharge Fund UpdateLife Jacket Label Surcharge Fund Update
Life Jacket Label Surcharge Fund UpdateNASBLA
 
Transport Canada Marine Safety & Security Update
Transport Canada Marine Safety & Security UpdateTransport Canada Marine Safety & Security Update
Transport Canada Marine Safety & Security UpdateNASBLA
 
USCG Lifesaving & Fire Safety Division Update
USCG Lifesaving & Fire Safety Division UpdateUSCG Lifesaving & Fire Safety Division Update
USCG Lifesaving & Fire Safety Division UpdateNASBLA
 
Developing a Life Jacket for Scholastic Rowers
Developing a Life Jacket for Scholastic RowersDeveloping a Life Jacket for Scholastic Rowers
Developing a Life Jacket for Scholastic RowersNASBLA
 

More from NASBLA (20)

Update from the National Association of State Boating Law Administrators (NAS...
Update from the National Association of State Boating Law Administrators (NAS...Update from the National Association of State Boating Law Administrators (NAS...
Update from the National Association of State Boating Law Administrators (NAS...
 
USCG Office of Boating Safety
USCG Office of Boating SafetyUSCG Office of Boating Safety
USCG Office of Boating Safety
 
A Professional Angler’s Take on Boating Safety
A Professional Angler’s Take on Boating SafetyA Professional Angler’s Take on Boating Safety
A Professional Angler’s Take on Boating Safety
 
National Association of State Boating Law Administrators (NASBLA)
National Association of State Boating Law Administrators (NASBLA)National Association of State Boating Law Administrators (NASBLA)
National Association of State Boating Law Administrators (NASBLA)
 
Life Jackets for Every Boating Activity
Life Jackets for Every Boating ActivityLife Jackets for Every Boating Activity
Life Jackets for Every Boating Activity
 
Aqua Alert
Aqua AlertAqua Alert
Aqua Alert
 
Rapid Changing Cover Designs Enhance User Wearability
Rapid Changing Cover Designs Enhance User WearabilityRapid Changing Cover Designs Enhance User Wearability
Rapid Changing Cover Designs Enhance User Wearability
 
How Product Evolution is Increasing Safety on the Water
How Product Evolution is Increasing Safety on the WaterHow Product Evolution is Increasing Safety on the Water
How Product Evolution is Increasing Safety on the Water
 
USCG Lifesaving & Fire Safety Division Update
USCG Lifesaving & Fire Safety Division UpdateUSCG Lifesaving & Fire Safety Division Update
USCG Lifesaving & Fire Safety Division Update
 
Regulatory Framework in Europe & the Changes Related to Brexit for PFD's
Regulatory Framework in Europe & the Changes Related to Brexit for PFD'sRegulatory Framework in Europe & the Changes Related to Brexit for PFD's
Regulatory Framework in Europe & the Changes Related to Brexit for PFD's
 
UL R&D Manikin Project Update
UL R&D Manikin Project UpdateUL R&D Manikin Project Update
UL R&D Manikin Project Update
 
UL Business Updates
UL Business UpdatesUL Business Updates
UL Business Updates
 
Life Jacket Website
Life Jacket WebsiteLife Jacket Website
Life Jacket Website
 
State Boating Safety & Marine Law Enforcement Outreach
State Boating Safety & Marine Law Enforcement OutreachState Boating Safety & Marine Law Enforcement Outreach
State Boating Safety & Marine Law Enforcement Outreach
 
Strategic Planning Overview, LJA Membership & Bylaws, and Approval Process
Strategic Planning Overview, LJA Membership & Bylaws, and Approval ProcessStrategic Planning Overview, LJA Membership & Bylaws, and Approval Process
Strategic Planning Overview, LJA Membership & Bylaws, and Approval Process
 
Product Safety and the Regulatory Landscape
Product Safety and the Regulatory LandscapeProduct Safety and the Regulatory Landscape
Product Safety and the Regulatory Landscape
 
Life Jacket Label Surcharge Fund Update
Life Jacket Label Surcharge Fund UpdateLife Jacket Label Surcharge Fund Update
Life Jacket Label Surcharge Fund Update
 
Transport Canada Marine Safety & Security Update
Transport Canada Marine Safety & Security UpdateTransport Canada Marine Safety & Security Update
Transport Canada Marine Safety & Security Update
 
USCG Lifesaving & Fire Safety Division Update
USCG Lifesaving & Fire Safety Division UpdateUSCG Lifesaving & Fire Safety Division Update
USCG Lifesaving & Fire Safety Division Update
 
Developing a Life Jacket for Scholastic Rowers
Developing a Life Jacket for Scholastic RowersDeveloping a Life Jacket for Scholastic Rowers
Developing a Life Jacket for Scholastic Rowers
 

Recently uploaded

Production of Monoclonal Antibodies by Hybridoma Technology.pptx
Production of Monoclonal Antibodies by Hybridoma Technology.pptxProduction of Monoclonal Antibodies by Hybridoma Technology.pptx
Production of Monoclonal Antibodies by Hybridoma Technology.pptxAnupkumar Sharma
 
Oppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and FilmOppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and FilmStan Meyer
 
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptxMULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptxAnupkumar Sharma
 
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptxmary850239
 
MECHANISMS OF DIFFERENT TYPES OF HYPERSENITIVITY REACTIONS.pptx
MECHANISMS OF DIFFERENT TYPES OF HYPERSENITIVITY REACTIONS.pptxMECHANISMS OF DIFFERENT TYPES OF HYPERSENITIVITY REACTIONS.pptx
MECHANISMS OF DIFFERENT TYPES OF HYPERSENITIVITY REACTIONS.pptxAnupkumar Sharma
 
Expanded definition: technical and operational
Expanded definition: technical and operationalExpanded definition: technical and operational
Expanded definition: technical and operationalssuser3e220a
 
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Celine George
 
Transaction Management in Database Management System
Transaction Management in Database Management SystemTransaction Management in Database Management System
Transaction Management in Database Management SystemChristalin Nelson
 
Concurrency Control in Database Management system
Concurrency Control in Database Management systemConcurrency Control in Database Management system
Concurrency Control in Database Management systemChristalin Nelson
 
AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
AUDIENCE THEORY -CULTIVATION THEORY -  GERBNER.pptxAUDIENCE THEORY -CULTIVATION THEORY -  GERBNER.pptx
AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptxiammrhaywood
 
Keynote by Prof. Wurzer at Nordex about IP-design
Keynote by Prof. Wurzer at Nordex about IP-designKeynote by Prof. Wurzer at Nordex about IP-design
Keynote by Prof. Wurzer at Nordex about IP-designMIPLM
 
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxQ4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxlancelewisportillo
 
Congestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentationCongestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentationdeepaannamalai16
 
Choosing the Right CBSE School A Comprehensive Guide for Parents
Choosing the Right CBSE School A Comprehensive Guide for ParentsChoosing the Right CBSE School A Comprehensive Guide for Parents
Choosing the Right CBSE School A Comprehensive Guide for Parentsnavabharathschool99
 
Textual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSTextual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSMae Pangan
 
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...JojoEDelaCruz
 

Recently uploaded (20)

Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"
 
YOUVE_GOT_EMAIL_PRELIMS_EL_DORADO_2024.pptx
YOUVE_GOT_EMAIL_PRELIMS_EL_DORADO_2024.pptxYOUVE_GOT_EMAIL_PRELIMS_EL_DORADO_2024.pptx
YOUVE_GOT_EMAIL_PRELIMS_EL_DORADO_2024.pptx
 
Production of Monoclonal Antibodies by Hybridoma Technology.pptx
Production of Monoclonal Antibodies by Hybridoma Technology.pptxProduction of Monoclonal Antibodies by Hybridoma Technology.pptx
Production of Monoclonal Antibodies by Hybridoma Technology.pptx
 
Oppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and FilmOppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and Film
 
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptxMULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
MULTIDISCIPLINRY NATURE OF THE ENVIRONMENTAL STUDIES.pptx
 
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx
 
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptxINCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
 
MECHANISMS OF DIFFERENT TYPES OF HYPERSENITIVITY REACTIONS.pptx
MECHANISMS OF DIFFERENT TYPES OF HYPERSENITIVITY REACTIONS.pptxMECHANISMS OF DIFFERENT TYPES OF HYPERSENITIVITY REACTIONS.pptx
MECHANISMS OF DIFFERENT TYPES OF HYPERSENITIVITY REACTIONS.pptx
 
Expanded definition: technical and operational
Expanded definition: technical and operationalExpanded definition: technical and operational
Expanded definition: technical and operational
 
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
 
Transaction Management in Database Management System
Transaction Management in Database Management SystemTransaction Management in Database Management System
Transaction Management in Database Management System
 
Concurrency Control in Database Management system
Concurrency Control in Database Management systemConcurrency Control in Database Management system
Concurrency Control in Database Management system
 
AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
AUDIENCE THEORY -CULTIVATION THEORY -  GERBNER.pptxAUDIENCE THEORY -CULTIVATION THEORY -  GERBNER.pptx
AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
 
Keynote by Prof. Wurzer at Nordex about IP-design
Keynote by Prof. Wurzer at Nordex about IP-designKeynote by Prof. Wurzer at Nordex about IP-design
Keynote by Prof. Wurzer at Nordex about IP-design
 
Paradigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTAParadigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTA
 
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxQ4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
 
Congestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentationCongestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentation
 
Choosing the Right CBSE School A Comprehensive Guide for Parents
Choosing the Right CBSE School A Comprehensive Guide for ParentsChoosing the Right CBSE School A Comprehensive Guide for Parents
Choosing the Right CBSE School A Comprehensive Guide for Parents
 
Textual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSTextual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHS
 
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
 

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

  • 1. Innovative (new) ways to engage the consumer Ted Rankine CSBC / Playsafe Productions
  • 2.
  • 4.
  • 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:
  • 6.
  • 7.
  • 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
  • 11.
  • 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
  • 14.
  • 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
  • 17.
  • 18. Cold Water Boot Camp • Nothing better than Testimonials
  • 20.
  • 21. Baby It’s Cold (Outside)
  • 22.
  • 23. June 30 - July 8 • Primary Audience: Anglers & Hunters • Wear Your Lifejacket • Boating Sober
  • 24.
  • 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.
  • 34.
  • 35.
  • 36.
  • 38. Help is Closer Than You Think • Collection of videos and information • Mobile version for quick reference
  • 41. Water Everywhere but… … no Lifejackets
  • 42.
  • 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
  • 50.
  • 51.
  • 53.
  • 55.
  • 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
  • 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
  • 65.
  • 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
  • 70.
  • 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

  1. 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.
  2. I know what those of you who know me might be thinking… oh no .. Another TED Talk !!
  3. 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 !!
  4. 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.
  5. 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.
  6. Whether it be keeping the water open as long as possible … btwthis is a newfie icebreaker
  7. Or simply improvising to keep boating even when the water is hard.
  8. 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
  9. 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
  10. So first to the CSBC .. Who are we ?
  11. 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
  12. 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.
  13. We have taken our skill set and adapted it into a variety of other disciplines…
  14. 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.
  15. 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.
  16. 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.
  17. 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.
  18. 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
  19. 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.
  20. 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’
  21. 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.
  22. 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.
  23. 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.
  24. Here is another little integrated campaign that we created to help normalize lifejacket wear in an obvious but in my mind, a neglected environment
  25. 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.   
  26. 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.
  27. 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 %
  28. We do a lot in broadcast .. But like fishing you need a hook .. Whether it be a celebrity ….
  29. Or a unique situation or proposition ..
  30. Wanna hear what we broadcast they said…..??
  31. 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.
  32. 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.
  33. We also are involved with the development of a lifejacket awareness program in the far north.
  34. 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.
  35. 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
  36. 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.
  37. 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.
  38. The education program geared for school aged children focusing on Lifejackets, Cold Water Awareness, Re-Boarding Device, Float Plan. And delivered in schools
  39. At the primary grade level, grades K through to 4
  40. At the Junior grades level, grades 5 to 8
  41. 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.
  42. 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.
  43. 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!
  44. 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
  45. 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.
  46. 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
  47. 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
  48. 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
  49. 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
  50. 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.
  51. 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.
  52. In the field, or rather on the tundra the education was delivered, Ambassadors recruited and differences made.