Maritime New Zealand's ‘Get it on or it's no good' lifejacket campaign has picked up four silver NZ Effie advertising awards for the campaign, its use of digital technology and for being the most progressive and effectively integrated campaign.

'It's great that this advertising campaign is still being recognised for increasing the number of Kiwi boaties to wear lifejackets, four years after its launch and helping to save lives,” says Maritime NZ Director Keith Manch.

Using television, radio, digital, signage and marketing, the campaign increased the number of male recreational boaties – the most resistant audience – to wear lifejackets all the time by 10 per cent (40 per cent-44 per cent).

Keith says the creation of a world-first, digital geo-fence around New Zealand's coastline is key to reminding boaties using smartphones on the water to get their lifejacket on.

The system automatically sent more than three million lifejacket safety messages to boaties to 'Get it on”. It also shows that innovative technology is an effective way of getting safety messages to Kiwis.

This summer any boaties using their smartphone on Facebook, Google, Instagram and 24 different ad networks; and who are on the water, will be targeted by this system.

For information about the advertising awards visit the Communication Agencies Association NZ website.