Hyper-targeting boat users at the Point of Risk

Transport for NSW manages NSW roads and waterways to deliver safe, integrated and efficient transport systems. One of their goals is to keep people safe on NSW waterways, and promoting safe, responsible and enjoyable boating.  

In NSW, 7 out of 10 people who drown while boating are not wearing a lifejacket, making lifejackets one of the most important pieces of safety equipment on any recreational vessel.  

Transport for NSW required a hyper-targeted message placement to promote maritime safety at the point of risk, as a harm-minimisation and prevention strategy.  

With almost no media options that can reach boaters at the point of risk (when they’re about to hit the water), Convenience Advertising offered a unique opportunity to Transport for NSW. 

Convenience Advertising partnered with venues in areas that have historically had higher incidents, including NSW boat and yacht clubs, as well as partnering with local councils to place messages in public bathrooms at boat ramps. 

Placing safety messages about lifejackets and checking the weather at these waterfront facilities would catch water-goers at the point of risk, reminding the right people about water safety, in the right place, at the right time.  

Venues: Boat ramp, boat club & yacht club facilities 
Locations: Metro & regional NSW