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US Army Corps of Engineers
BUILDING STRONG®
Life Jackets Worn…Nobody Mourns
Adult Water Safety Campaign
Pam Doty - CIG, CIT
National Water Safety Program Manager
Headquarters
Rachel Garren - CIGT, CIT
Special Programs Director
Corps of Engineers Natural Resources
and Education Foundation
Clark Baker
Natural Resources Project Manager
Cagles Mill Lake
18 April 2017
BUILDING STRONG®
BUILDING STRONG®
Reduce Annual Recreational
Water-related Fatalities Nationwide
Campaign Goal
BUILDING STRONG®
U.S. Army Corps of Engineers Public
Recreation Fatality Trends FY07-16Gender: Male (88%)
Ethnicity: Difficult to determine
Age: 18-35 (39%) 36-53 (24%)
Not Wearing a Life Jacket: 88%
Activity:
Boating: 44%
Falls from boat: 12%
Swimming in association with:
10%
Capsized: 8%
Collision: 5%
Swimming: 46%
Undesignated area: 37%
Designated area: 9%
BUILDING STRONG®
U.S. Coast Guard Boating
Fatality Statistics 2015
Not Wearing a Life Jacket: 85%
8 out of every 10 boaters who
drowned were using vessels less
than 21 feet in length
Alcohol use is the leading
contributing factor in fatal
boating accidents; leading factor
in 17% of fatalities
Boating:
Falls (in Vessel and Overboard):
26%
BUILDING STRONG®
Campaign Logo
4 Video Television Quality PSAs
3 Audio Radio Quality PSAs
2 Posters
Lake Guard Mobile Game App
Grant Funded Products Created
(2014-2015)
BUILDING STRONG®
Conducted 5 focus groups in three
different locations.
20 to 40 and 40 to 60 year old males.
Only wore a life jacket when they
thought they had to.
Asked 10 Questions.
Shown Variety of PSAs.
Grant (2014-2015) Focus Groups
BUILDING STRONG®
Likes Dislikes
Realistic Bad acting
Testimonial-true Spokespersons
Humor Corny, Cheesy
Statistics-proof Law enforcement
Emotional Sexy distracts
Positive Negative
Focus Group PSA Lessons-Learned
BUILDING STRONG®
Campaign Logo
4 Video Television Quality PSAs
3 Audio Radio Quality PSAs
2 Posters
Lake Guard Mobile Game App
Grant Funded Products Created
(2014-2015)
BUILDING STRONG®
PleaseWearIt.com
BUILDING STRONG®
National Promotional ProductsLife Jackets Worn…Nobody Mourns
campaign products are for adults only
Have people earn or
provide them with a
personal water safety
message before giving
them a product.
Fisherman Hand Towel Multi-tool Carabiner
Cell Phone
BUILDING STRONG®
Life Jackets Worn…Nobody Mourns
Campaign Resource Guide
Developed by the NOC for
Water Safety and Corps
Foundation to provide
resources that you can use to
promote the campaign
Enclosure to Water Safety
Message to Commanders
Memo signed by MG Jackson
31 May 2016
Resource Guide and memo are
available on the NRM Gateway
Water Safety Section
BUILDING STRONG®
How Projects Are Using Campaign
Distributing PSAs to
movie theaters, television
and radio stations,
bowling alleys, gas
stations, etc.
Face-to-Face Contacts
Using logo on products
Interpretive Programs
“The new items from the national team are great! I would like to
thank you and the rest of the national team for your support and
for getting these products out to us.”
Door Mat
BUILDING STRONG®
Campaign Is Working
Voice Mail from Fisherman…
BUILDING STRONG®
Grant Funded Products Being Created
(2016-2017)
Vinyl Tailgate Wraps
Banners
Campaign Song
Video Television Quality PSAs
Lake Guard Mobile Game App
Update
BUILDING STRONG®
Revised Video PSAs
Close Calls15-seconds
Man Overboard15-seconds
Man Overboard 30-seconds
Doggone Shame15-seconds
BUILDING STRONG®
Life Jacket Song-animated
Rescue on Cell Phone
Swimming Challenge
New Video PSAs
BUILDING STRONG®
Mobile Game Updates
BUILDING STRONG®
Next Grant Proposal
Social Media Marketing Plan Implementation
New LJ Song Mobile Game
Field-testing Campaign Products
Campaign T-shirts
More Banners
BUILDING STRONG®
Contact Information
Pam Doty
[email protected] 817-886-1727
Rachel Garren
[email protected] 618-301-0508
