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Behavior change marketing is an effective tool for promoting boating safety: utilizing real-life examples and personal experiences to influence individuals to take proper precautions and wear a life jacket.
The goal is to normalize the behavior of wearing a life jacket, making it a habit on the water, just as we wouldn’t get into a car without wearing a seatbelt. Boating should be synonymous with life jackets.
We learned through observation and surveys asking the right questions that fear-based marketing just doesn’t have the same power. Showing boaters wearing different life-saving products while having fun is the more effective approach.
– Peg Phillips , Executive Director, The National Safe Boating Council (NSBC)