This national fishing safety campaign targeted the low number of fishermen not wearing life jackets at sea, and issues surrounding a new law that mandates the wearing of lifejackets on a fishing vessel.
There was a conscious move away from the negative emotions of danger, death, risk and overuse of the word ‘safety’ from other campaigns. Instead, it highlighted the personal: what it means to come back home.
The message was adapted for COVID-19 by shining a light on the fishing heroes keeping food on plates throughout the pandemic - urging the public to thank their fishermen by sharing the safety messages.
An emotive film followed the actions of skipper Dave Driver and his crew. It took a ‘show, don’t tell’ approach: showcasing fishermen being proactively and positively safe, rather than over-emphasising laws and regulations. The film captures their real-life thoughts and memories. Genuine family photographs appear at key moments, showing thoughts of ‘home’ whilst at sea.
The campaign assets included a website, web banners, two shortened versions of the film, social media graphics, a Facebook filter, a radio ad, and posters displayed in 10 fishing ports.
Fishermen and their families were urged to share their own photos and stories using #HomeAndDry.
The film was viewed over 45,000 times over five weeks and #HomeAndDry was used over 1,500 times on Twitter. The campaign gained national and regional press coverage.
On average, 73 per cent of people who owned or worked on a fishing vessel recalled seeing Home and Dry. Awareness of the new law moved from 38 per cent to 51 per cent.
"A very creative and targetted campaign aimed at a difficult to reach audience. Clear KPIs, excellent evaluation and outcomes achieved. Very good use of photography and visual content and use of social media."
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