In New Zealand, 84% of all water-related fatalities over the last 10 years involved people not wearing life jackets. Despite campaigning to remind people of wearing their life jackets when on the water, people still go without. FCB and Maritime New Zealand came up with this very targeted idea to change this. This is Water Safety Month, and this idea has helped reduce boating fatalities by 60%.

To help enforce safety, Maritime New Zealand and FCB New Zealand developed the world’s first “Virtual Coast Guard”, an always-on system that patrols more than 9,000 miles of New Zealand’s coastline powered by using geo-fence technology. Knowing that boaters are on their phones capturing photos and checking weather conditions, the virtual system is able to target them through ads on mobile apps and websites to serve them a reminder to wear their life jacket, a warning if danger is imminent based on their location and other important safety messages.

CLIENT: Maritime New Zealand CAMPAIGN NAME: Virtual Coastguard FIRST RUN DATE: 4th October 2014 Ad agency: FCB New Zealand Regional Executive Creative Director: James Mok Executive Creative Director: Tony Clewett Creative Services Director: Jenni Doubleday Creative: Freddie Coltart Creative: Matt Williams Head of Craft: Nick Smith Studio Director: Simon Pengelly Head of Content: Pip Mayne Head of Account Service: Matt Scott Head of Strategy: Rufus Chuter Media Manager: Hilary Barrett Media Buyer: Rebecca Leyland Digital Director: Steph Pearson Digital Campaign Manager: Rohan Prasad Client: Maritime New Zealand Product: Maritime Safety Client Name: Pania

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.