Maritime NZ asks Kiwis to wear life jackets in new ‘Come Home Safe NZ’ campaign via Federation

Ahead of the summer holidays, Maritime NZ and Safer Boating Forum, via Federation, have launched ‘Come Home Safe NZ’, getting Kiwis to commit to safer boating behaviour.

The comehomesafe.nz campaign includes full page press, radio, OOH at boat ramps, VOD, website and DM for major impact on boaties all around the country.

Maritime New Zealand tapped into the power of ‘true’ influencers – friends and whānau who could help convince boaties to adopt safer behaviour, and gave them a platform to speak up, encouraging them to become advocates for the three safer boating rules.

Says Adrian Stephenson, Senior Advisor Marketing, Maritime New Zealand: “Every year, nearly 2 million Kiwis take to the water. Tragically, unsafe practices result in preventable incidents, some with devastating outcomes. Over this summer holidays period, Maritime New Zealand is leveraging the power of Kiwi families, partners, and mates—the people who hold the most influence, to ensure every boatie makes it back home safe.

“Our latest campaign with Federation uses the behavioural science of choice architecture and associative priming, helping Kiwis to associate wearing that life jacket or checking the marine weather forecast with the deal they’ve made with loved ones to come home safe.”

Says Federation Chief Creative Officer Brad Collett: “Already, this campaign has been picked up by major broadcast TV news and is now a Best Ads Winner too. Boaties are a tough crowd and by the time they’re on the water, it’s just too late to remind them what they need to do to stay safe. So ‘Come Home Safe NZ’ encourages Kiwis to make a deal with their boatie family members and friends to throw on a lifejacket, check the marine forecast, or carry two ways to call for help, in exchange for anything from hot tips on fishing spots, eating your veges or tidying bedrooms.

“It’s a simple proposition and taps into the heart of what Kiwis value most—each other. The new website helps kids, partners and mates make their promises official, with examples like: “If you promise to wear your life jacket, I promise not to call you ’piggy wiggy’ in front of your mates. If you check the marine weather forecast, I will only date accountants, not bikers.”

Adds Federation Managing Director Olly Walker-Boden: “Our behaviour change work is some of the most important work that we do. When the risks are loss of life or on-water incidents that involves all of New Zealand’s emergency agencies, engaging people in behaviour change strategies is literally life-saving work. Comehomesafe.nz reminds the nearly 2 million Kiwis who take to the water every year, that there couldn’t be anything more important than making better choices BEFORE they even get out onto the water.

Agency: Federation
Executive Creative Director: Brad Collett
Creative Director: Bobbie Mckay
Head of Digital: Jeremy Clark
Group Account Director: Callum Hayes
Managing Director: Olly Walker-Boden
Production Designer: Sam Clark
Head of Design: Opeta Elika
Account manager: Ollie Crawford