Home And Dry
Home and Dry is a UK-wide commercial fishing safety campaign designed to connect and engage with fishermen on the issues of staying safe at sea. Engaged by multi award-winning communications consultancy Mindfully Wired, the project required a fully integrated branding package along with the design, production and direction of a campaign ‘hero’ film.
One of the biggest challenges of communicating fishing safety is getting the message right for fishermen.
To ground the film in reality, we joined and an experienced fishing crew on their working day at sea. Directing from the deck of the vessel, we shot the crew as they worked, capturing key safety elements and seeing first-hand the love fishermen have for their work, community and families. The film’s cinematic design had to touch the core of what it means to be a fisherman both professionally and emotionally, and show how simple safety practices could bring them home safely. The score was written and recorded by songwriter and actor Johnny Flynn.
Campaign reach
Across the month-long campaign duration, the Home and Dry film was viewed over 45,000 times across social media, and the campaign hashtag #HomeAndDry was used over 1,500 times on Twitter, with 90% of users sharing photos or videos. Over 70% of fishermen wear a lifejacket after seeing the campaign. The campaign also gained national and regional press coverage across television, radio and print.
The campaign won Gold for the Unified category at the Public Service Communications Awards and was nominated for the PRWeek CCPA Awards.
#HomeAndDry
