New water safety ad aimed at men

A new advertising campaign has been launched by Maritime New Zealand showing that life jackets don’t save lives – unless they are worn.

Launched following MNZ’s latest research showing men over the age of 40 are least likely to wear a lifejacket on the water, the advert is based around a 1980s cop show.

Lifejackets are safer on, than in the cabin.

It is hoped its theme – of the glory days of mullet hair cuts and 1980s fashion – will catch the attention of this demographics.

Offering a mixture of humour and melancholy, the advert still delivers the deadly message about safety, says MNZ’s education and communications manager Pania Shingleton.

The advert is designed to appeal to men who think they’re bulletproof – and to raise their awareness about the risks they face when lifejackets aren’t worn, says Pania.

“The ad is a clever metaphor to show that, to save your life, lifejackets must be worn – not carried.”

Pania says statistics show 90 per cent of boating fatalities are men – and they need to realise the simple facts.

“Being close to your lifejacket is like being close to your bulletproof vest – it’s just not close enough,” says Pania.

“People think if they have an accident, they’ll have time to put their lifejacket on, but boating tragedies tell a different story.”

Free safe boating packs will be available at Z and Caltex fuel stations throughout the country during the summer boating season, or to ask for pack, boaties can email:

For more information about summer boating safety click here. 


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