Department of Boating and Waterways


The California Division of Boating and Waterways wants all of California’s water users to be safe, enjoy their time on the water, and have great memories of the day. This campaign encourages all water enthusiasts to wear their life jackets, and to make it a habit. We took a positive approach to evoke happy emotions and help people feel proud to wear their life jackets.


Recall rates rose 40% during the run of this campaign.

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