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.
Two posters side by side showing images of people on boats with safety messages. Left poster: person in blue and yellow gear with "YOU MISS THOSE MOMENTS" headline. Right poster: person hugging with "HOME MISSES YOU TOO" headline. Both direct viewers to homeanddry.uk for safety information, with FISG logo.
Advertisement promoting fishing safety, featuring two fishermen waving with text about missing moments while fishing and a website link for safety information. Includes FISG logo.
Two-panel image showing people facing water, one wearing fishing gear and the other in a yellow coat. Text emphasizes missing home and fishing safety, with links to homeanddry.uk for more information.
© Mindfully Wired and Home & Dry
© Mindfully Wired and Home & Dry
Person holding a magazine open to an advertisement featuring a fisherman in yellow gear lifting a child. The text reads, 'Get back home and dry to the ones you miss.' A pair of glasses is placed beside the magazine on a blue surface.
Series of three side-by-side images, each with people wearing yellow life jackets on a boat. The first panel shows three individuals with text 'Watch their stories'. The second panel focuses on one person beside a child's drawing with the text 'Stay safe at sea for them'. The third panel features a person holding a child with the text 'Get back home and dry for them'. The top of each image has a 'homeanddry' logo.
Family walking on a beach with text "HOME MISSES YOU TOO. Get back home and dry for them," promoting fishing safety from Fishing Industry Safety Group (FISG).
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.
Split image of a fishing boat at sea; left half stable, right half capsizing. Text: 'Know Your Limits. Unstable Vessels Capsize. Check the stability of your vessel. HomeandDry.uk #HomeAndDry.'
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