Assessing Effectiveness of Prevention Programs
A National Safe Boating Council Perspective
Presentation to Marine 15 Conference
Gold Coast, Australia
May 4, 2015
Rachel Johnson, Executive Director
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Safety Education
Certifications and Successful
Course Completions
Boating Safety Outreach
Advanced and/or On-
Water Skills-Based Boating
Education
Life Jacket Wear
Operator Compliance, Navigation
Rules
Boating Under the Influence
(BUI)
Manufacturer Compliance
Operator Compliance –
USCG Required
Safety Equipment
Boating Accident
Reporting
Research and Development
Effectiveness of Non-Profit Organization
Grants
USA Boating: At a Glance
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2012 Market Estimates:
• 74+ Million recreational boaters (all ages)
• 12+ Million state registered boats
• 9+ Million more unregistered boats (canoes, kayaks, etc.)
2012 / 2013 Metrics:
• Reported Boating Accidents: 2012 – 4,515 2013 – 4,062
• Deaths: 2012 – 651 2013 – 560
• Injuries: 2012 – 3,000 2013 – 2,620
• Property Damage: 2012 – $38M 2013 – $39M
Recreational Boating Survey (2012)
Focus on Consistent Messaging
And what happens when you aren’t consistent…?
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Wear It! Campaign
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19972001
20032007
Wear It! Campaign
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2014 Wear It! Campaign
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• Distributed five e-releases: 1,313 online placements generating nearly 300 million impressions with an ad equivalency of $2.9 million
• Placed a total of 12,295 print, radio, television and online media hits, an increase of 8.08 percent (11,377 placements in 2013)
• In total, the 2014 campaign generated a total ad equivalency of more than $2.9 million, presenting the NSBC with a return on investment of $23.59 to $1
• Reached a potential audience of 829 million
• Overall media reach in six years: 38,738 print, radio, television and onlinemedia hits, resulting in more than 3.8 billion impressions (2009 – 2014)
Traditional Outreach: Media
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Grassroots/Local Outreach
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Wear It! Campaign
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• 2013: 678 surveys from 25+ different bodies of water in 8 states
• 2014: 605 surveys from 19 different bodies of water in 7 states
• 2013/2014: Life jacket wear is significantly higher in medium and high campaign activity locations than in locations with no campaign activity.
• Those aware of the Wear It! campaign are significantly more likely to wear life jackets “always” or “most of the time” compared to those unaware of the campaign.
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Saved by the Jacket
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• The wearing of life jackets by recreational boaters has the potential for 287 lives saved given that awareness coupled with education could eliminate these types of casualties
• 110 Stories, over 370 survivors in 2012• 131 stories, over 335 survivors in 2013• 108 Stories, over 287 survivors in 2014
• 30 Stories, 64 survivors so far in 2015
Operation Dry Water
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• Alcohol use is the leading known contributing factor in recreational boater deaths
• Since 2009, law enforcement officers have removed 1,875 BUI operators from the nation’s waterways and made contact with over 604,250 boaters during the annual three-day weekend.
• The campaign continues to make a significant impact on boater safety and spread the message of the danger of boating under the influence.
Operation Dry Water
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Operation Dry Water
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The New Media: Social
Social Media
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Social Media
Thank you!
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Rachel Johnson, CAEExecutive Director
National Safe Boating [email protected]
Jean MurrayChair
Canadian Safe Boating [email protected]
