Ad agency develops new boating safety campaign for Water Sports Foundation
The Water Sports Foundation (WSF) has partnered with a new creative agency to elevate its long-running boating safety outreach efforts, marking a notable shift in how the organization connects with recreational boaters and paddlers.
For the first time in its 15-year history of managing life-saving safety campaigns, the WSF has enlisted an outside creative firm, selecting Black Oak Creative of Winter Haven, Florida. The agency was chosen for its marine industry background and modern, visually driven approach to storytelling.
The collaboration has already produced seven new advertisements tailored to key segments of the boating market, including powerboating, saltwater and freshwater fishing, towed water sports, canoeing and kayaking, and kayak fishing. The campaigns rely heavily on photography to highlight real-world experiences on the water while reinforcing safety messaging.
WSF Executive Director Jim Emmons said the move represents a long-awaited step forward for the organization.
“For many years, we’ve wanted to include the services of a top creative design agency in our boating safety campaigns, but it wasn’t until this year that we were able to pull it off,” Emmons says. “The designs from Emily Dale and the team at Black Oak are outstanding and have helped push the Water Sports Foundation into a new era of outreach.”
WSF Content Director Jeff Moag added that the new campaign focuses on the emotional connections that draw people to the water.
“We’re extremely pleased with these dynamic new ads, which showcase the experiences that make boating so rewarding,” Moag says. “These are activities we share with people we love, so of course, enjoying them safely is a natural part of that message.”
The first ad in the series, titled “The Moment That Matters,” features a family scene with a couple holding hands as their young son approaches their boat. It is scheduled to appear in the April issues of Boating, Lakeland Boating and Southern Boating magazines.
Additional creative executions highlight a range of on-water experiences, from paddling through remote river canyons to landing trophy fish and spending time boating with family and friends.
The WSF plans a broad media rollout throughout the spring and summer, with print and digital placements across 35 boating and paddling outlets.
Funding for the initiative comes through grants from the Sport Fish Restoration and Boating Trust Fund, administered by the U.S. Coast Guard. The WSF received funding last October to support six recreational boating safety outreach projects.
More information and campaign creative can be found on the Water Sports Foundation’s website.
