Client – Maritime Safety Victoria
A government report highlighted the fact that in all drownings in 2013 a lifejacket was not worn and in addition, the most at-risk demographic were males 50+.
The tagline ‘Wear a lifejacket or others wear the consequences’ reminded the audience to consider the possible broader implications of not wearing a lifejacket.
The creative developed featured strategically placed outdoor as well as a website that featured simple interactive tools that informed consumers as to the type and style of lifejacket required under legislation depending on location and watercraft class.
Maritime Safety Victoria is part the independent statutory body of Transport Safety Victoria. As such, an engagement and approvals process for the campaign was implemented at all levels of of Transport Safety Victoria from the communications team to the Director.
Digital and Print Media
Campaign Image Library