Home & Dry
Fish Industries Safety Group, Campaign
After a successful year with the 'Home and Dry' campaign, which targeted larger commercial fishing vessel owners, the Fishing Industry Safety Group (FISG) sought to shift its messaging toward smaller, local port fishermen and women.
Our task was to craft a campaign style and language that resonated personally with this audience. We opted to strip away messages centered around fear, death, and danger, instead focusing on the positive motivations for staying safe. Simple joys like dropping the kids off at school or catching up with mates at the pub became the focal points of our messaging.
© Mindfully Wired and Home & Dry
© Mindfully Wired and Home & Dry
The campaign culminated with a poignant brand film showcasing the fishermen and women highlighted in the print and social media campaigns. The film offered a glimpse into their daily lives, juxtaposed with scenes depicting the activities of loved ones back on dry land. Safety took centre stage, with analogies such as fastening a seat belt paralleled with donning a life jacket.
Below: a composite image created for the original Home and Dry campaign aimed at larger commercial operators.
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