2017 IBWSS: Boating for Beginning Boaters
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- Boating is popular in Canada, with 46% of Canadians boating each year, however Canada has 200% more boating fatalities than the US per capita. - Small powered vessels under 20 feet and canoes represent over 50% of all boating fatalities in Canada. These "problem" vessels are often the first boats for new and inexperienced boaters. - Immigration is fueling population growth in Canada, with over 20% of the population currently foreign-born and expected to rise to 28% by 2031. This is expected to increase participation in boating activities.
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2017 IBWSS: Boating for Beginning Boaters
- 1. INTERNATIONAL BOATING & WATER SAFETY SUMMIT St. Petersburg, Florida April 26, 2017 Barbara Byers Ted Rankine
- 2. Boating in Canada • Boating is popular in Canada • 46% of Canadians go boating every year
- 3. Boating fatalities in Canada Good news Boating related fatalities declined > 35 % in the past 10 years to about 125 per year Bad news Canada has 200% more than USA per capita.
- 4. Where are the problems ? Small powered vessels under 20 feet and canoes represent over 50% of all fatalities
- 5. Where are the problems ? • These 'problem’ vessels represent entry level craft for those new to boating. • Less expensive and less of a commitment • ‘Accidental boaters’
- 6. What is changing in Canada Stats Canada report foreign born, new Canadians, currently represent 21% of the Canadian population By 2031 will rise to almost 28% of the nation’s population
- 7. Canada’s Population Growth Immigration fuels Canada’s population growth 2/3 of Canada's population growth between 2011 to 2016 was the result of immigration, and increasing yearly Annual Average Growth Rate 1851 to 2056
- 8. What is the expected effect on boating? Research !
- 9. Barbara, Ted and Research
- 10. Lifesaving Society Research Lifesaving Society completed two studies with New Canadians to better understand their drowning risk
- 11. Research findings • foreign born (new Canadians) are at an increased risk of drowning • those who have been living in Canada for five years or less, are four times more likely to be unable to swim than those born in Canada
- 12. Intentions of New Canadians • 86 % of those born in Canada intend to recreate on or near the water. • 79 % of new immigrants intend to recreate on or near the water
- 13. The Influence of Ethnicity on Lifesaving Society Aquatic programs Multi cultural Swim to Survive
- 14. Lifesaving Society program changes Lifesaving Society has incorporated the research into materials for their Swim to Survive Program creating materials in multiple languages
- 15. Lifesaving Society program changes Video in 8 languages English French Punjabi Hindi Mandarin Cantonese Tagalog Tamil
- 16. Lifesaving Society program changes • New Canadians like to participate as families in activities • Creation of a new Swim to Survive program for families so they could learn together.
- 17. CSBC program changes – Boat Notes
- 18. New Canadians and Boating Research revealed some specifics • 79% of new Canadians planned to be in and around water during the summer months • 31% plan to participate in boating activities
- 19. New Canadians and Boating • 42% currently participating in boating activities reported feeling nervous when they are on a boat • 60% did not consider themselves knowledgeable about boating safety
- 20. New Canadians and Boating • About half (49%) do not know what to do in an emergency • 56% said they were not confident in their ability to operate a boat
- 21. New Canadians and Boating Many novice boaters, generational Canadians, and in particular new Canadians, just starting out boating are unaware of how or where to access educational resources that teach boating safety.
- 22. Starting out boating • D to D used boat purchase • new boat purchase through a big box store type retailer. • Seldom provided with any safety information at all or may not be accessible to those who do not have English as their first language
- 23. START Boating - What is it? Dynamic video based web learning platform providing safe boating information Aimed directly at new boaters, both generational and new Canadians, who operate small boats. Delivered in multiple languages
- 24. Canadian immigration Languages selected Mandarin, Cantonese, Hindi ( South Asian population) Tagalog (Philippines) French English… eh! 57% 14% 13% 3% 13% ASIA (MIDDLE EAST, PHILIPPINES & CHINA EUROPE AFRICA, CARRIBBEAN, CENTRAL & SOUTH ASIA
- 25. Where the $$ comes from •National Search and Rescue Secretariat, part of Public Safety Canada •Different … a contribution agreement rather than a grant. •Similar to US Coast Guard program, it is an annual ‘ask’
- 26. Even the best things take time
- 27. Things you see on the water when you do have a camera
- 28. Things you see
- 29. Things you see
- 30. Things you see
- 31. Things you see
- 32. Things you see
- 33. START Boating Based on CSBC and other research, focus is on 4 entry level bo
- 34. START Boating • core of the program is a story…a family enjoying a ‘perfect day’ on the water. • 7 minutes long celebrating family values, joy of boating, demonstration (but not overt) of best boating safety practices • some tension to add a level of interest and drama.
- 35. START Boating The paddle instructors we worked with reported an estimated > 70% of their classes were made up of new Canadians.
- 36. Three other story vessels (Video removed for size): The basic core of the program is a story of a family out enjoying a ‘perfect day’ on the water. Seven minutes long and celebrates family values, the joy of boating, demonstration (but not overt) of best boating safety practices and some tension to add a level of interest and drama.
- 37. START Boating • ‘Links’ to more information, both safety and skills • Minimum effective dose • Links accessed as part of the story with clickable icons:
- 38. START Boating Links throughout the story
- 39. START Boating • 4 natural breaks in the story
- 40. START Boating • links show only the subject boat • each path is a boat specific program • deliver the message in the native language and making it relevant to the chosen boat
- 41. START Boating @ the end where all links are available
- 42. Today • Now in ‘research stage’ of the project. • just completed the English phase • participants were a mixture of new Canadians and 'not so new' Canadians.
- 43. How did we score • 9.6 out of 10 for education and entertainment value • the program gave enhanced interest and more confidence in kayaking • Effective key message (lifejacket wear, take a course, prepare, share the water) delivery • Minimal enhancement required
- 44. Research with New Canadians • 5 focus groups / Mandarin, Cantonese, Tagalog, Hindi and French • Participants in Canada for less than 5 years and are interested but inexperienced in boating,
- 45. Research Process - Homework • Review the kayak program from a “discussion board”. • Watch the video with narration script in “their” first language • “Mark up” and provide feedback on translation and messaging
- 46. Research Process – Focus group Moderator led discussion The goal is to: • ensure program clearly communicats the key messages, • Program is relevant and informative • translation is appropriate and
- 47. Next •Launch mid July 2017, just after Canada’s 150th Birthday on July 1st. •Our ‘birthday gift’ to all new boaters…both Canadians and new Canadians.
- 48. Just cause you build it, they don’t necessarily come • Promotion in regular and ethnic media • Public Relations Campaign including social media • Police rolls out at New Canadian Centers. • Boat manufacturers and marine retailers
Editor's Notes
- Start out with a bit of a Canada backgrounder Boating is a popular activity in Canada – our research, both period and our annual campaign tracking study shows that 46% of Canadians go boating every year
- Good news is that boating related fatalities have declined by more than 35 % to about 125 per year – may not seem like much but with stats in the USA at mid 600s per year – our stats are double the USA when you take into consideration that the population of the USA is 10 times that of Canada
- So where are the problems.. What boats .? Small powered vessels under 20 feet and canoes represent just over 50% of all fatalities AND its on the increase in percentage
- Many of these vessels represent entry level craft for those new to boating and also new immigrants – less expensive and less of a commitment – good for starting out
- Stats Canada projections predict that foreign born or new Canadians, who currently represent 21% of the Canadian population are anticipated to represent between 25 to 28% of the nation’s population by 2031 swim than those born in Canada
- Immigration is key to Canada’s population growth - About two-thirds of Canada's population growth from 2011 to 2016 was the result of migratory increase (the difference between the number of immigrants and emigrants (the next chart with the graph reinforces the importance of immigration to Canada’s growth. I don’t know how to shrink it) the link to it is in my email message- point #6)
- Many of these vessels represent entry level craft for those new to boating and also new immigrants – less expensive and less of a commitment – good for starting out
- Many of these vessels represent entry level craft for those new to boating and also new immigrants – less expensive and less of a commitment – good for starting out
- Lifesaving Society has done 2 studies with New Canadians to better understand their drowning risk
- Lifesaving Society has done 2 studies with New Canadians to better understand their drowning risk
- First study was done in 2010 with adults. Half of the sample were those who were new to Canada and half were born in Canada
- The Influence of Ethnicity on Aquatic Participation and Drowning in Canada – Swim to Survive
- The CSBC has incorporated this research learning for other programs to reach out to boaters with the new Safety First Marine program – by ensuring the materials are in multiple languages
- The CSBC has incorporated this research learning for other programs to reach out to boaters with the new Safety First Marine program – by ensuring the materials are in multiple languages
- The Lifesaving Society used this learning to build the case for ensuring that their survival swimming program – Swim to Survive - is targeted to reaching school aged children in Grade 3…particularly those who are new immigrants
- The Lifesaving Society used this learning to build the case for ensuring that their survival swimming program – Swim to Survive - is targeted to reaching school aged children in Grade 3…particularly those who are new immigrants
- This study also told us some specifics about boating: When polled 79% of new Canadians planned to to in and around water during the summer months and 31% plan to participate in boating activities
- 42% who self-identified as currently participating in boating activities reported feeling nervous when they are on a boat
- About half (49%) do not know what to do in an emergency
- As with many novice boaters and new Canadians many are unaware of how or where to access educational resources that teach boating safety.
- Often new boaters ( including new Canadian boaters) will purchase a previously owned vessel or acquire a new one through a big box store type retailer. And if they are given any information at all it may not be accessible to those who do not have English as their first language
- What is it? A dynamic video based web learning platform providing safe boating information aimed at new boaters and new Canadians delivered in 6 languages.
- The languages selected are Mandarin, Cantonese, Hindi ( South Asian population) and Tagalog ( Philippines)
- Funder is National Search and Rescue Secretariat Similar to USCG grants, it is an annual ‘ask’ but is a contribution agreement rather than a grant. Oh ya and they don’t pay for us to come here
- We started in 2012 … small boats big water 2013 .. Small boats big water 2014… Boating Basics 2015… ABC … a boating course. Notification in late July 2016 .. Can you do it with 5/12th of the year gone?
- 4 entry level boats – kayak, canoe, SUP and small open motor boat
- The basic core of the program is a story of a family out enjoying a ‘perfect day’ on the water. 7 minutes long and celebrates family values, the joy of boating, demonstration (but not overt) of best boating safety practices and some tension to add a level of interest and drama.
- Interesting note is the paddle folks we worked with reported an estimated + 70% of their classes were new Canadians.
- Along the way there are ‘links’ to more information related to what the viewer is seeing. These links can be accessed throughout the story with these icons:
- Along the way
- At 4 natural breaks in the story
- The links show the subject vessel so each path is a stand alone focused only on that particular boat. That way we are both delivering the message in the native language and not mixing the vessels.
- Again at the end where all are available
- We are in the ‘research stage’ of the project. Big on research and have just completed the English phase / kayak and some unique videos Participants a mixture of new Canadians and not so new Canadians. Of course it is designed for generational Canadians as well, but we felt quite safe in that forum
- Scored 9.6 out of 10 on the program for education and entertainment value Most indicated that the video both gave them more confidence in kayaking and enhanced interest in kayaking. They ‘got’ the key messages: lifejacket wear, take a course Very little enhancement required from the research
- 5 focus groups Mandarin, Cantonese, Tagalog, Hindi and French speaking participants All participants have been in Canada for 5 years are less and have expressed an interest in boating, but are new to the activity
- All participants will do some “homework ahead of the focus group by reviewing the kayak video from a “discussion board”. They will watch the video with an English speaking narrator and will have a script in “their” first language They will be asked to “mark up” and give feedback on the translation as well as the messages the videos were communicating to them
- In the focus group the moderator will ask them questions about what they saw in the videos and have them expand upon their feedback The goal is to ensure that the videos clearly communicated the key messages, that they are relevant and informative As well we want to ensure that the translation is appropriate and that that it reflects common language and words
- 5 language research coming up Response and packaging to launch just after Canada’s 150 th BD. Happy B.D. to all Canadians and new to Canada Canadians.
- Promotion … ethnic media campaign PR police connection .. New Canadian centers. New boats with hang tags to promote the site. Retailers.. Billboard campaign
- Work is done and start having fun