Maritime NZ launches ‘Buoy-boy’ to promote safer boating in new campaign via FEDERATION

This Safer Boating Week, Maritime NZ with FEDERATION, is alerting boaties to the unseen dangers that lie close to shore, not just on the open sea, turning the location of the problem – the sea, into their media platform.

Says Olly Walker-Boden, Managing Director of Federation: “Not enough Kiwis know that most boating accidents in New Zealand happen within just a few hundred metres of land, and not far away on the ocean. It’s why we took the location where the problem happens most (the sea that’s closest to shore), and made it our ‘media platform’ with an innovative creative solution that connects the message to boaties, right where they are.”

Deploying the behavioral-science of visual priming, Maritime NZ with Federation have created Buoy-Boy. An innovative and cheeky behavioral nudge for boaties, bobbing close to shore to remind them that safety starts before they even leave the harbour or bay.

Says Adrian Stephenson, Senior Advisor Communications and Marketing at Maritime NZ: “Safer Boating Week is about saving lives through awareness and action. 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 very close to home in dinghies and small craft. Bouy-Boy is an innovation in safety marketing – an impactful, visual reminder for boaties of the rules for staying safe on the water.”

Says Brad Collett, Chief Creative Officer at Federation: “New Zealanders have a deep emotional connection with the ocean and are complacent when it comes to safety. Disrupting them with an innovative creative solution right where they are, gives water safety a new kind of voice. Part safety marker, part personality, Buoy-Boy is a life-saving behavioral nudge, triggering Kiwis into systems one thinking to follow three simple rules: wear a lifejacket, check the marine forecast, and take two forms of communication. He’s the spokes-buoy we’ve always needed. with much cheaper talent fees.”

Adds Stephenson: “Buoy-Boy is already instantly recognisable and creating great reactions. Already people are photographing, sharing and talking about Buoy-Boy, turning a serious message into something social and memorable that saves lives.”

Over ten Buoy-Boys are appearing in harbours, beaches, and boat ramps, across Aotearoa during Water Safety Month. Buoy-boy floating on the sea, will be supported by VOD, radio, social content series, radio partnership, live weather updates and merchandise.

Maritime NZ is encourage the public to share their snaps of Buoy-Boy to their boatie mates, to remind them to be water safe this Safer Boating Week.

Client: Maritime NZ
Agency: FEDERATION
Producer: Kate Olive
Director: Clayton Carpinter
Drone: Echo Valley
Editor: Mike Carpinter
Production: Osmand Signs