Florida Fish and WildlifeConservation CommissionMyFWC.com

NASBLA Conference 2008Clearwater Beach, Florida

CAMPAIGN OVERVIEWCAMPAIGN OVERVIEWThe “Wear It Florida” campaign is designed to reduce boating accident drowning fatalities by promoting the use of inflatable life jackets that can be worn all the time while boating.

BOATING-RELATED DROWNINGS BOATING-RELATED DROWNINGS 2001-20072001-2007

40%

60%

DrowningOther

Cause of Death

278

186

BOATING-RELATED DROWNINGS BOATING-RELATED DROWNINGS Who are these victims? Males 36 years of age and older Most are reported to be able to swim Using boats less than 20 feet in length More experienced boater[Based on victim statistics]

BOATING-RELATED DROWNINGSBOATING-RELATED DROWNINGS

What happened in these accidents?

• Significant number of these accidents were “falls overboard.”

BOATING-RELATED DROWNINGSBOATING-RELATED DROWNINGSWhere did the

accidents occur?

Most boating-related drownings occurred on

smaller bodies of water - usually freshwater lakes, rivers, streams, ponds and canals.

BOATING-RELATED DROWNINGSBOATING-RELATED DROWNINGS

Fatal accidents occurred in every month of the year. Spring and Summer were most likely times for fatal accidents.

When did the accidents occur?

BOATING-RELATED DROWNINGSBOATING-RELATED DROWNINGSWhy did these accidents happen?

Operator inattentiveness is the leading cause of all boating accidents.

THE CAMPAIGNTHE CAMPAIGN

• Focus Areas

Tampa Bay Area

Southeast Florida

THE CAMPAIGNTHE CAMPAIGNObservational Survey Used JSI Methodology for surveying.

Data includes only those vessels where mandatory life jacket wear is not required.

Data collected so that it could be fed into JSI’s national survey.

OBSERVATIONAL SURVEYOBSERVATIONAL SURVEYSurvey Results Wear rates were different for saltwater vs.

freshwater.

Wear rates were different for men and women. Wear rates varied by season.

THE CAMPAIGNTHE CAMPAIGNMessages Messaging focused on encouraging inflatable life

jacket wear. Primary focus on belt pack inflatable life jackets.

Goal is to offer most comfortable, lease intrusive option for boaters to wear all the time.

THE CAMPAIGNTHE CAMPAIGN

Paid Media Advertising Radio Television Print Outdoor

THE CAMPAIGNTHE CAMPAIGN

• RadioLocal Radio in target areasStatewide RadioSpanish-language RadioTargeted Radio (Fishing Shows)

THE CAMPAIGNTHE CAMPAIGN

• Television

Statewide Cable (Chevy Florida Fishing Report)

Local Cable Television (Tampa Bay & Miami areas)

THE CAMPAIGNTHE CAMPAIGN Outdoor

Transit Shelters in the Florida Keys.

THE CAMPAIGNTHE CAMPAIGN Print

Florida Sportsman MagazineFlorida Magazine

THE CAMPAIGNTHE CAMPAIGNPublic Contact

On-the-water contact with boaters using the “Wear It Florida” boat. (Popular local boating areas.)

High expectation of media attention. Land-based personal contacts at boat shows, local

events and sponsor events .

THE CAMPAIGNTHE CAMPAIGNInternet – www.WearItFlorida.com

Encourage Interaction – Quiz & Testimonials Perception vs. Reality Future expansion of site

TAKE AWAY MESSAGETAKE AWAY MESSAGETakeaway Message

Partnerships are critical to the success of the campaign. Involve non-traditional partners – don’t just look for

funding partners. Message fits any state or local area for boating safety. Customize the program for your specific boating activities. Find a way to make it happen.

Questions?