Opportunity

Most of the 42 fishermen lost at sea over last decade weren’t wearing their lifejackets and only 1 in 4 of their bodies were recovered. Yet only half of Irish fishermen wear their lifejackets all of the time. Experience of losing someone at sea makes them no more likely to wear them and smaller fishermen who are the most vulnerable at sea are least likely of all to wear theirs.

Insights 

We didn’t buy the reasons cited by fishermen for not wearing their lifejackets in the quantitative research given to us, that they were too uncomfortable, so we did some qualitative research of our own. What we discovered is that the definition of a good seaman is one who manages to stay out of the water. Wearing your lifejacket signals that you’re expecting to need to use it and are therefore not much of a seaman to begin with. Small fishermen are a tough and straight talking lot who are used to close brushes with death. They never expect to end up in the water but accept that anything can happen at sea and are more safety conscious than we give them credit for. The GPS location beacon was what sold them on the value of wearing their lifejacket. Worst case scenario it was their guarantee that dead or alive, they would at least be reunited with their loved ones.

Solution

We credit fishermen with the fact that they already know the dangers they face at sea and are best placed to judge/decide for themselves what measures they believe are most likely to bring them home safe. We acknowledge that staying afloat is what keeps them safe at sea but that once in the water lifejackets are their best chance of being reunited dead or alive with their loved ones. We keep it real by focusing on real fishermen stories that tap directly into their own tales of near misses and personal rescue missions. The idea - Live To Tell The Tale.

Outdoor

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