Maritime NZ

Kia Mataara

Services:
Brand
OOH
TVC
Social
Website

Challenge

New Zealanders have a symbiotic relationship with the water – it’s both our playground and our pantry. But we don’t always treat the water with the respect it deserves, particularly boaties aged 45+. They’re a notoriously stubborn bunch that refuse to be told what to do or wear. And this shows in the statistics.

Solution

In the first phase of our behaviour change platform, we created an ownable piece of language that encouraged respect for the ocean and reflected our culture.
Having created an emotional connection, we began to plant more specific advice.
To launch Safer Boating Week, and to highlight the place where the known becomes the unknown, we created a spectacular ‘human life-line’ activation at a popular boat launch spot.
Salty Sid, hero of the high seas, became the face of the Boaties Safety line.
His message? Cross this line without knowing the ways of the water, and your chances of returning home safe and sound are reduced.