Cross-jurisdictional and Crossagency Collaboration A Canadian Safe Boating Council Perspective Presentation to Marine 15 Conference Gold Coast, Australia May 3, 2015 Jean Murray Chair, CSBC 1
I ll get by with a little help from my friends... 2
Outline Why collaborate? Potential impediments Canadian Safe Boating Council approach Boating in Canada CSBC collaboration in action CSBC research Key success factors 3
Why collaborate? 4
Why collaborate? Greater reach More powerful (reinforced) messaging Increased safety More cost-effective (bang for the buck) Use complementary knowledge, skill-sets and connections 5
Potential impediments 6
Potential impediments Effort, time and money to enlist partners Complexity and work in tracking results Agency accountability, bureaucracy Individual brands are important - my organization wants its time in the sun Want to do it our way 7
Canadian Safe Boating Council approach Built on collaboration mission Respect needs Be flexible Focus on shared interests Work hard to engage, communicate often Add value: what s in it for them? Believe collaboration just makes sense 8
Boating in Canada 9
Boating in Canada 10
Boating in Canada World s longest coastline (243,000 km) 2 million lakes and rivers Harsh climate, cold water 15 M Canadians go boating every year 2.6 M licensed boats Proximity to U.S. 11
Boating Fatalities Average 127 p.a. (2006-2010) Water-related fatalities reduced by over 35% over past 15 years, despite increase in boating Due to combined efforts 12
Boating safety: the players Transport Canada Provincial & Territorial Police Forces Canadian Coast Guard and Canadian Hydrographic Marine Industry & Boating Media Safety Organizations Training Organizations Boating Organizations 13
CSBC collaboration in action 14
Broad-based organization National Organization Directors and members from coast to coast to coast 16 directors: variety of organizations, private sector companies, individuals 15
Key boating safety messages Wear Your Lifejacket Don t Drink and Boat Take a Boating Course Be Prepared You and Your Vessel Cold Water Immersion Focus on consistent messaging for past 5 + years 16
CSBC Safe Boating Campaigns
SBAW kick-off events Toronto Winnipeg Quebec City Vancouver Halifax 18
SBAW partners Over 20 years of SBAW management Campaign supported by 600 + individuals representing 200 + government agencies, police, boating organizations, media and marine industry Achieving critical mass by providing materials and common messages that each can own through personalization and local delivery to their own constituents 19
Hooked on Lifejackets July 5 th -13 th Coinciding with National Fishing Week Aim: to promote lifejacket wear within the angling and hunting communities 20
Hooked on Lifejackets Partners 21
22
Operation Dry Water August long weekend 23
Operation Dry Water partners Sûreté du Quebec Laval Quebec Police Service Gatineau Police Service Montreal Police Saint-Jean-sur-Richelieu Police Ontario Provincial Police Niagara Police Marine Unit York Regional Police Hamilton Police Service Ottawa Police Service North Vancouver RCMP Amherst Nova Scotia Police Delta BC Police Service Saskatchewan Conservation Officers Assoc. Richmond BC RCMP Toronto Police Marine Unit Ontario Conservation Officers Association Manitoba Conservation Officer Service MADD Canada MADD PEI MADD Hamilton 24
Operation Dry Water 25
Labour Day Weekend 26
Stretching the Season 27
Stretching the Season partners 28
National Billboard Campaign 2014 focus: not drinking and boating 29
Billboard Campaign partners 30
Other media outreach B-Roll for the Campaign developed for local community cable networks Managed outreach to cable companies enhanced relationships Matched local program directors to local boating safety spokespeople Adapted content of local broadcasts to the needs of the viewing audience 31
Messages carried in boating magazines 32
Local capacity building CSBC-managed contribution program, total $40,000 available Small, 1 year projects, max. $2,500, to start April 1 st, 2015 Build local capacity, extend reach, new partnerships In collaboration with Transport Canada, will evaluate: extend program? 33
CSBC Research 34
Research Research undertaken in 2014 aimed at better understanding boater safety-related behaviour, and how to influence it with effective messaging Results in, now sharing Will support development of more effective boating safety messaging in future campaigns by CSBC and others 35
Research (cont d) For benefit of whole boating safety community: broad input high quality, relevant research wide sharing of results more useful, successful change more likely greater stakeholder/partner involvement and support of CSBC in future 36
Research (cont d) 3 phases: qualitative consumer research groups (boaters) (exploratory new insights to test) stakeholder consultations (key barriers, motivators for detailed research brief) quantitative research 37
Research (cont d) Quantitative research: target groups: power boaters, fishers and paddlers (canoes and kayaks) current boating safety awareness and attitudinal behaviours measure barriers to safe boating practices: wearing lifejackets, drinking and boating 38
Research (cont d) Quantitative research (cont d): identify most impactful motivators to changing behaviour analyse by emotional theme assess impact of communications messaging options 39
53% all boaters always wear a lifejacket while boating. Barriers to wearing a PFD: interferes with sense of freedom associated with boating, and perceived lack of risk about cold water immersion Top barriers Vitality Wearing a lifejacket interferes with my activity while boating I only need to wear a lifejacket when involved in sports (e.g. waterskiing, wakeboarding) Cold Water I feel that I am prepared in the event of cold water immersion I don t worry about the temperature of the water, as I don t boat during what I consider to be the cold water season I don t think there is anything people can do to improve their chances of surviving immersion in cold water I don t think a PFD or lifejacket will help if someone falls into cold water Top motivations Recognition I know that wearing a lifejacket is the smart thing to do If you pick the right lifejacket, you can be comfortable and safer at the same time Security/Comfort I wear a lifejacket to be safe Wearing a lifejacket lets me relax Lifejackets I don t need to worry about cold water immersion, as it is unlikely to happen to me 40
High Potential Lifejacket Communications Barriers to overcome Risk is low / unlikely to need it Motivators Safety Net / Security Message Focus Persuasive Supporting Facts A lifejacket buys you time to be rescued if you fall out of your boat. It may be impossible to get back into your boat if it has swamped or capsized, and it may be too far to successfully swim to shore. Wearing a lifejacket will keep your head above water to survive until you are rescued. 80% of people who drown while boating were not wearing a lifejacket, and they could have survived if they were. Emotional Connection 41
51% boaters claim to consume at least some alcohol before, or while boating. Reasons for this (barriers) : belief that they know what s right (recognition) and drinking contributes to enjoyment Top barriers Recognition I don t know anyone who has died or had a close call due to drinking and boating It is perfectly fine to drink in a boat as long as the operator doesn t have too much to drink Top motivations Control I am more likely to avoid problems if I don t drink and operate a boat Conviviality Drinking alcohol while boating Boating would never be the same for me if someone close to me died because I was drinking while operating a boat It s legal to drink while operating a boat Enjoyment Having a drink while boating is part of having a good time I don t want the pain I would feel if I knew I killed someone because I was drinking while operating a boat I don t want to worry about the rules when I m out in a boat having a good time
High Potential Alcohol Communications Barriers to overcome I think it s legal; lack of awareness, knowledge Motivators Safety net / Security The right thing to do and avoid emotional pain (once they know) Message Focus Impaired boating is impaired driving, just like being impaired from drinking while driving a car. If you get caught impaired and operating a boat, it will result in heavy fines, criminal charges, a criminal record, jail time and seizing of your boat. Impaired driving laws in Canada apply to driving a boat as well as to driving a car on the road. It is illegal to operate any boat while impaired (over.08) Persuasive Supporting Facts Emotional Connection 43
Research (cont d) Conclusion: strong potential to increase lifejacket wear and reduce drinking and boating Next steps: stakeholder/partner discussions re findings, how to use (power boaters, fishers, paddlers) Great insight for creative development for CSBC website, broadcast, print and more 44
Collaboration: key success factors Work hard to engage, communicate often: receive transmit Shared interests Add value: what s in it for them? Respect needs Be flexible 45
Key success factors (cont d) Recognize and celebrate Be positive! 46
An invitation Join us for the CSBC Annual Symposium 20-22 September 2015, Halifax, Nova Scotia www.csbc.ca 47