Stop, Maritime: DraftFCB chosen to change Kiwi boating behaviour

DraftFCB may have missed out on the big NZ Post account after it was beaten to the letterbox by Clemenger BBDO, but it can take some comfort in the fact that it has just won another piece of guvmint business, taking the Maritime New Zealand account off Mission Hall after a four-way pitch. 

DraftFCB, which has an enviable track record in the social marketing space after some world-class work for the Ministry of Health and other stellar work for other public departments, is tasked with planning and implementing a creative and media approach to help encourage New Zealand boaties to adopt safe practices, primarily around carrying and wearing life jackets (so far in 2011, 57 people have drowned, six of them in recreational boating accidents).

“DraftFCB was selected because of its expertise and track record in creating behaviour change in the New Zealand market,” says Sian Routledge, manager education and communications, Maritime New Zealand.

A Maritime NZ spokeshuman said it is still working with Mission Hall on some other projects, but declined to tell us who the other pitch contenders were.

The account will be led by relatively new Wellington-based business director Paul Irwin, who came across from Ogilvy recently, and account director Donna Baylis.

“We’re looking forward to making a difference to the safety of New Zealanders on the water, especially as we have many enthusiastic New Zealand boaties at DraftFCB,” says Brian van den Hurk, managing director, social change.

The campaign will be developed over the coming months and will be in market during spring.


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