Maritime NZ has launched a bold new safety initiative with creative agency Federation, deploying a cheeky “spokes-buoy” in harbours and bays across New Zealand to tackle the high rate of boating accidents happening close to shore.

The floating character, Buoy-Boy, is designed to nudge boaties into safer habits, reminding them to wear lifejackets, check forecasts, and carry two forms of communication before heading out.

“Not enough Kiwis know that most boating accidents in New Zealand happen within just a few hundred metres of land, and not far away on the ocean,” Federation managing director Olly Walker-Boden said.

“It’s why we took the location where the problem happens most (the sea that’s closest to shore) and made it our ‘media platform’ with an innovative creative solution that connects the message to boaties, right where they are.”

Maritime NZ communications and marketing senior adviser Adrian Stephenson said the aim was to save lives through awareness and action.

“Buoy-Boy helps us do that with instant impact right where our boaties are. Capsizes and falls overboard remain the leading causes of recreational boating fatalities, and all too often they happen very close to home in dinghies and small craft.

“Buoy-Boy is an innovation in safety marketing – an impactful, visual reminder for boaties of the rules for staying safe on the water.”

Federation’s chief creative officer, Brad Collett, said New Zealanders have a deep emotional connection with the ocean and are complacent when it comes to safety.

“Disrupting them with an innovative creative solution right where they are gives water safety a new kind of voice. Part safety marker, part personality, Buoy-Boy is a lifesaving behavioural nudge, triggering Kiwis ... to follow three simple rules: wear a lifejacket, check the marine forecast, and take two forms of communication.

“He’s the spokes-buoy we’ve always needed, with much cheaper talent fees.”

Stephenson said Buoy-Boy is already instantly recognisable and creating great reactions.

“Already people are photographing, sharing and talking about Buoy-Boy, turning a serious message into something social and memorable that saves lives.”

More than 10 Buoy-Boys are appearing in harbours, beaches, and boat ramps across Aotearoa during Water Safety Month in November.

-Contributed content