Home and Dry - saving lives in the fishing industry

Home and Dry is a campaign for the fishing industry to help the industry meet its target of zero preventable deaths by 2027. This man overboard prevention campaign used real fishermen's voices, digital and non-digital content and channels used by the audience to help get to those who can be harder to reach. The campaign exceeded awareness and behaviour change targets. There were tangible examples of fishermen taking the desired actions communicated in the campaign including doing safety drills and risk assessments, buying new safety equipment and wearing lifejackets. An important lifesaving campaign with real impact.