Navigational authorities dispatch written missives in floatable containers to irresponsible watercraft operators
Maritime New Zealand's water safety campaign, 'Come Home Safe Deal,' employs innovative direct mail tactics to appeal to boat enthusiasts, aiming to reduce water-related deaths in the country. Developed by Auckland-based ad agency Federation, the campaign uses choice architecture and associative priming to evoke promises of adherence to safety guidelines.
Unique among campaigns, 'Come Home Safe Deal' presented a simulated legal document in weathered glass bottles, which were left submerged for a year before being delivered to New Zealanders near waterways. The bottles, which appeared authentic with barnacle coverings, targeted boat owners, kayakers, jet skiers, and others who use watercrafts regularly.
The strategy proved effective, with positive feedback from the National Safer Boating Association Forum, government ministers, New Zealand Olympians, and prime-time news. Furthermore, Federation's research indicated that boat enthusiasts commonly harbored the belief, 'It'll never happen to me.'
According to Brad Collett, Federation's chief creative officer, the campaign utilized complementary media placements, such as outdoor ads in marinas, targeted digital and social media, and radio broadcasts. The primary focus, however, was personal and direct, with messages intended for recipients' boats and personal watercraft.
In New Zealand, roughly 1.7 million adults frequently use or own some form of watercraft, with men over 45 being among the riskiest demographics for drowning. While other media types could be cost-efficient and attention-attracting, according to Marketreach and WARC's 'The Attention Advantage' report, direct mail tends to attract undivided attention and drive awareness and consideration more so than digital platforms.
Analysis suggests that direct mail campaigns have strong potential for behavior change due to their attention-grabbing, emotional resonance, and clear call-to-action factors. Integration with community events, partnerships, and educational workshops may further amplify their impact, as advised by water safety organizations like RLSS UK and USA Swimming.
In conclusion, innovative direct mail strategies, such as messages in bottles, can prove effective in public awareness campaigns like Maritime New Zealand's water safety campaign. The success of these initiatives depends on factors such as attention-grabbing formats, emotional engagement, clear calls-to-action, community involvement, and eventual evidence of their unique effectiveness in water safety campaigns.
The 'Come Home Safe Deal' campaign, created by Federation, not only utilized innovative direct mail tactics but also incorporated complementary media placements such as outdoor ads, digital and social media, and radio broadcasts. The campaign's prime focus was on personal and direct messages, intended for recipients' boats and watercraft, aiming to reach a broad audience of boat owners, kayakers, jet skiers, and others who use watercrafts regularly. However, it is crucial to note that data suggests direct mail campaigns, like this one, have strong potential for behavior change due to their attention-grabbing, emotional resonance, and clear call-to-action factors, making them valuable tools for public awareness initiatives in sectors like water safety, lifestyle, sports, home-and-garden, and media.
