Prep — Check
Know the Rules

We helped bring Safer Boating to life, a smart, insight-driven year long campaign designed to shift attitudes and reduce risky behaviour out on the water. Starting around Labour Weekend, the campaign evolved over summer and was backed by the Safer Boating Forum Partners.

A Multimedia-first experience

Launched in October 2020, the campaign delivered key safety messages through a multichannel mix that connected with Kiwis across the country. Our main audiences?

Blokes 45+ and the younger 15–25 crew, two high-impact groups where smart boating habits matter most.

Media in motion

Always-on presence: While summer’s the hero season, we kept visibility rolling all year, making sure the safety narrative didn’t fade once the sun did.

Working together: This one wasn’t built in a silo. We collaborated closely with partners, shaping content that actually resonated with both age groups.

Backed by evidence: No guesswork here. Every message was grounded in data and real-world insights, keeping it sharp, clear, and effective.

Across the channels: We mixed things up to reach our audiences where they are:

Online & Social: From programmatic ads to native stories and video content on platforms like the NZ Herald.

Out-of-home: Eye-catching billboards, radio spots, and bus shelter placements kept the message front and centre.

Live activations: Radio giveaways and on-the-ground engagement created moments that stuck.

A Unifying story

Our creative thread, “Safer Boating Creates Greater Experiences”, ran through it all. Anchored in solid insight and clever thinking, this theme helped tie together the visual identity and tone, making sure the campaign felt cohesive, not crowded.

Raising the bar on
water safety

The results? Strong awareness, deeper engagement, and a big win for safer boating nationwide. With a clever mix of media and storytelling, we helped make safety feel relevant, not just responsible.