Fonic was approached by Seafish to produce a radio advert for a new UK-wide fishing safety campaign, called Home and Dry for the Fishing Industry Safety Group (FISG).
Following new figures showing that fishing remains to be one of the most dangerous jobs in the UK, the Home and Dry campaign aims to help fishermen return home from sea safely, with the messaging focuses on home, family and community rather than danger and fear that tend to dominate many safety campaigns.
The campaign launched on 7 July to coincide with the Department for Transport’s Maritime Safety Week and in addition to the radio advert, the campaign comprises of a short film, as well as print and digital advertising.
The campaign was built on in-depth research conducted with fishermen and women and their perspectives and experiences and this focus on the people rather than the situation can definitely be seen across the campaign particularly the film and the radio advert.
In producing the advert, Fonic wrote the script, recorded the voices and provided a full audio production. The brief Fonic was given from Seafish was to focus on the fisherman’s family and the family experience and making that the motivation for him to stay safe and to priorities that for his crew too. In the 40 second advert we had to get both the experience of being at sea as well as an idea of the family life, whilst also highlighting the key points of the campaign.
We are really proud of the advert we created and produced and to be supporting this important campaign. The Home and Dry campaign will be running throughout the summer and you can find out more about it here.
The FISG is made up of the Maritime and Coastguard Agency (MCA), Seafish, National Federation of Fishermen’s Organisations (NFFO), Scottish Fishermen’s Federation (SFF), Northern Ireland Fishermen’s Federation (NIFF), Welsh Fishermen’s Association – Cymdeithas Pysgotwyr Cymru (WFA-CPC), the RNLI and the Shipbuilders & Shiprepairers Association (SSA).