Maritime NZ is drawing attention to the unseen dangers that lie close to shore, not just on the open sea, by turning the water itself into a platform for safety awareness this summer.
Working with the creative team at Federation, who share a strong interest in telling real boating stories, Maritime NZ has launched Buoy-Boy, a light-hearted but powerful reminder that safety starts before you even leave the harbour.
Olly Walker-Boden, Managing Director at Federation, says his team were drawn to the story behind the campaign and wanted to help bring its message to life.
“Not enough Kiwis know that most boating accidents in New Zealand happen within just a few hundred metres of land, not far away on the open ocean. It’s why we took the location where the problem happens most – the sea closest to shore – and made it our media platform, connecting the message to boaties right where they are.”
Using the behavioural science of visual priming, Maritime NZ and Federation created Buoy-Boy, an innovative, cheeky reminder bobbing close to shore to encourage boaters to think about safety before they even leave the bay.
“Safer boating is about saving lives through awareness and action,” says Adrian Stephenson, Senior Advisor for Communications and Marketing at Maritime NZ. “Buoy-Boy helps us do that with instant impact right where our boaties are. Capsizes and falls overboard remain the leading causes of recreational boating fatalities, and all too often they happen close to home in small craft. Buoy-Boy is a simple, visual reminder of the rules for staying safe on the water.”
The campaign takes an innovative approach, using humour and visibility to reach skippers where they least expect it. Buoy-Boy, with his bright presence and catchy message, encourages every skipper to follow three essential rules: wear a lifejacket, check the marine forecast, and take two forms of communication.
Stephenson says the response has already been outstanding. “People are photographing, sharing and talking about Buoy-Boy, turning a serious message into something social and memorable that saves lives.”
More than ten Buoy-Boys are appearing in harbours, beaches, and boat ramps across Aotearoa as part of the wider Water Safety Month campaign, supported by video, radio, social media, weather updates, and merchandise.
Share your snaps of Buoy-Boy with your boatie mates and help spread the message this summer; because staying safe on the water starts before you set out.
