The Web Marketing Association is proud to present this 2011 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

NATIONAL SAFE BOATING COUNCIL - RACHEL BURKHOLDER


LIFE JACKET SAFETY DANCE

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Best Non-profit Social Media Campaign

The Life Jacket Safety Dance campaign was created to reach a young boating audience (18-35), and educate the audience about the life-saving capabilities of life jackets - and specifically inflatable life jackets. The campaign utilized social media tools such as Facebook Connect to make each interaction with a user unique. The campaign was launched leading up to National Safe Boating Week, which is the annual kick off for prime boating season. The social media campaign was used in conjunction with existing “Wear It!” life jacket awareness promotional efforts, and served as a means to drive attention to the campaign website and allow users to share their personalized Life Jacket Safety Dance videos via their social media networks. The campaign resulted in more than 1,200 unique views. Of those, 200 visitors have created a customized Facebook Connect video and 1,069 visitors have viewed the non-customized video.

Contributors:

Communications Director: Rachel Burkholder
Executive Director: Virgil Chambers
Chief Interactive Officer, Paul Werth Associates: Bryan Huber
Chief Creative Officer, Paul Werth Associates: Ken Waldron
Account Supervisor, Paul Werth Associates: Dace de la Foret

PAUL WERTH ASSOCIATES

Location: USA