a national safe boating council perspective safety education certifications and successful course...

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 CouncilRjohnson@safeboatingcouncil.org

Jean MurrayChair

Canadian Safe Boating Councilj-murray@sympatico.ca