ODNR Division of Watercraft

Wear it to live it.

Life jackets may save lives but very few Ohio water enthusiasts want to wear them. Hired by the Ohio Division of Natural Resources Watercraft Division, Cement took on the challenge of creating a social media campaign to raise awareness among Ohioans that life jackets are well worth the mild discomfort.

We set out to create an impactful message featuring real Ohio water adventurers and influencers for a social media campaign to be implemented by the ODNR social media team.

The Elephant in the Room

The truth is, very few people actually like to wear life jackets. When challenged with this campaign the research proved that most Ohio boaters and recreational water adventurers choose not to wear their life jackets. Ohio law doesn’t require they do, so why bother? And besides, they are hot, cumbersome and leave awful tan lines.

Wear it to live it, Ohio.

The campaign featuring photography of Ohioans on Ohio’s water ways resonates with the audience. The campaign hashtag #wearitliveitohio will be used when the ads go live this Fall across all of ODNR’s Division of Watercraft social pages. And our accompanying digital ads will be displayed in our programmatic and paid digital ad campaign supporting the campaign.