In NSW around 90% of recreational boaters who have died in boating accidents have not been wearing life jackets , even though they had life jackets on board. To convince an over confident male demographic of the importance of wearing life jackets we presented the powerful statistics before a surprising twist reveals how a life jacket can be a life saver, when its worn. The results of this long running campaign have been strong – 31% of survey respondents have seen or heard the commercial and were more aware of when to wear a life jacket.