Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search


Clown campaign no laughing matter

Clown campaign no laughing matter

Maritime New Zealand’s “Clown” lifejacket campaign has won four gold awards for media agency FCB Media at this year’s Communication Agencies Association of New Zealand (CAANZ) Beacon awards.

In addition, as the most highly awarded advertiser on the night, Maritime New Zealand (MNZ) was named Advertiser of the Year at the awards on Thursday (1 May), and the Clown campaign notched up wins in Best Use of Insight, Best Integrated Campaign, Social marketing/public service and Best Communications Strategy.

MNZ’s Education and Communications Manager Pania Shingleton said the Clown campaign, which featured a man left ashore dressed as a clown after refusing to wear a lifejacket on fishing trip, had been extremely well received.

“It was a well-remembered ad campaign which reached its target market – middle-aged men who are over-represented in boating drowning statistics,” she said. “More importantly, our research showed that it encouraged 29% of people who viewed the advert to wear a lifejacket.”

“The ‘Don’t be a clown’ message was also picked up by the media and public when discussing lifejacket use, which is a true indicator that an advertisement has been effective.

“FCB Media and MNZ built a highly innovative and effective media and social marketing approach, firmly based on research. It’s good to see a quality campaign, with a strong public safety message, being recognised.”

The CAANZ Beacon Awards (previously called the Media Awards) allow media agencies to showcase the thinking behind the delivery of their advertising campaigns.


© Scoop Media

Culture Headlines | Health Headlines | Education Headlines


New Zealand Geographic: Photographer Of The Year Announced

Shaun Jeffers, has won the Landscape category at the New Zealand Geographic, Photographer of the Year awards for his stunning shot of the glowworms at the Waitomo Glowworm Caves! More>>


Howard Davis: Review - 'I, Daniel Blake' - Ken Loach's Bleak Masterpiece

'I, Daniel Blake' is a bleak masterpiece, a chilling and moving story of two people striking up an unlikely friendship under extremely adverse circumstances. It is both a polemical indictment of a faceless benefits bureaucracy that strips claimants of their humanity by reducing them to mere numbers, and a celebration of the decency and compassion of ordinary people who look out for one another when the state has abandoned them. More>>

Howard Davis: Review - A Girl Named Mo

Moana Ete brought her three-piece band A Girl Named Mo to Wellington's intimate and iconic Bats Theatre last week for a five-night residency. Each show was recorded and filmed live for the release of her debut album 'Platonic/Romantic' on Loop records later this year. More>>

For The Birds: Who Will Be Crowned Bird Of The Year?

The competition involves well-known and enthusiastic New Zealanders acting as ‘campaign managers’ for their favourite birds with many going to great lengths to get New Zealanders to vote for their chosen bird... More>>


  • Greening the Red Zone - Bird of the year heats up: kōtare concedes, backs kea
  • Image Out-Link - Giselle Clarkson on Twitter
  • Gordon Campbell: On Bob Dylan's Nobel (And The Surplus)

    So Bob Dylan has just won the Nobel Prize for… Literature? Wow. I’d be just as happy if he’d won for his work on particle physics (“One Grain of Sand”, “Simple Twist of Fate”) or got the Economics prize for his work on the theory of contracting (“Don’t Think Twice Its Alright”) ... More>>


    Scoop Review Of Books: Whose Goat Was That?

    Mysterious Mysteries of Aro Valley is a sharp, satirical and sometimes downright scary romp through and around that valley in ways that made me question the realities of the places I thought I knew so well. More>>


    Get More From Scoop



    Search Scoop  
    Powered by Vodafone
    NZ independent news