Maritime and Coastguard Agency Case Study
Challenge:
The Maritime and Coastguard Agency (MCA) is the Government body responsible for minimising the loss of life at sea and on the coast and it operates Her Majesty’s Coastguard emergency service, which is contacted by dialling 999. Sea Smart is the Coastguard campaign promoting beach and sea safety messages both to children and parents of young children (those aged 14 and under) across the UK to reduce the many preventable accidents and deaths on our coastline every year.
K+R's challenge:
- To promote sea and beach safety messages to parents and children
- To reach parents when they are receptive to receiving messages – the concerns of parents away from the seaside will focus on other high priority issues relating to the safety of their children (dangers such as road safety and awareness of the threat posed by strangers)
- To raise awareness of the fact that Coastguards should be contacted in a seaside emergency by dialling 999 – many people are unaware it is an emergency service and can put lives at risk by causing an unnecessary delay in getting the right help
- To encourage third parties and key opinion formers to help us promote our messages
Strategy:
The strategy taken was to communicate with the target audiences at - or in preparation for a visit or holiday to the seaside, in order to focus available resources to produce the most effective results
The strategic theme adopted was ‘Catch Them At The Beach’ which directed resources on both the seaside as a primary location as well as on third parties (both public sector and commercial) that play a role in this environment
The approach taken was to secure partners to communicate key messages on our behalf. Partners targeted included other sea safety bodies, tourist information centres and local and national government, as well as groups like the licensed trade, retailers and organisations that work with children
Tactics:
Media relations played a key role in disseminating messages to parents and children
National and regional newspapers and broadcast media were heavily targeted as well as relevant parent and children’s magazines and websites and sector press of potential partners
A bank of real life stories of parents whose children had got into difficulty on the beach was developed to support news stories and features
Third party organisations including Tourist Information Centres, Regional Tourist Boards and local authorities were approached through a direct mail campaign to help promote Sea Smart by displaying and distributing our promotional materials such as leaflets, postcards, posters and beach bands
Leisure operators, restaurants and retailers were also targeted through media relations
Relationships were developed with complementary third party organisations such as the RNLI, Amateur Swimming Association and Sea Life Centres to help us in our efforts
A promotion was set up with Morrisons Safeway in with Sea Smart point of sale promotional items available in all their stores in coastal locations and promotional stands set up for Coastguards to speak to customers on beach safety
To encourage Tourist Information Centres (TICs) to actively promote sea and beach safety, the Sea Smart Safety Awards were launched, whereby mystery shoppers went into TICs to assess the range of and quality of safety information available to the public, and rate the helpfulness of the service they receive. The results generated a stir amongst TICs with some getting competitive and aiming to win awards the following year. All material contained a clear call to action – ‘Call the Coastguard on 999 in a seaside emergency’. A series of Sea Smart balloon races were also established at large events aimed at families in coastal locations over the course of the summer in August and September. Press coverage was secured before and after each event and when the winners were announced.
Results:
Sustained media coverage has been secured during the summer months across the national media including a 2-page feature in the Funday Times and a full page feature in The Times and articles in women’s consumer magazines such as Bella, Take a Break and Real
At least 35 radio interviews have taken place each summer as well as eight pieces of television coverage
Feedback from the Sea Smart balloon race events is that they were extremely popular amongst children and encouraged more visits to the Coastguard stands than in any other year
The results of independent market research showed that in the period K+R has promoted the campaign:
- 43% of people would dial 999 and ask for the Coastguard - an increase of 13%
- Higher awareness of the wristbands (35% - an increase of 15%)
- Overall awareness of Sea Smart increased to 14% (from 9%)
- Nearly ½ (45%) believe enough is done to alert parents to the dangers at the coast – an increase of 13%
Support from third parties was secured including more Tourist Information Centres stocking and displaying Sea Smart materials, Sea Life providing competition prizes and the Amateur Swimming Association promoting Sea Smart in a series of events as part of its ‘Get Safe for Summer’ campaign. A promotional campaign was secured with Morrison/Safeway and they would like to continue with it in 2006. Discussions are also in place with other high street retailers to discuss joint activities during Summer 2006.
