The document summarizes the National Safe Boating Council's 2011 "Wear It!" campaign to promote life jacket usage and safety for paddlesports. Some key points include: - USCG statistics show an increase in canoe/kayak deaths since 2005. - The 2011 campaign reached over 153 million people through media placements and distributed various safety materials. - Over 1,600 participants took part in safe boating events in multiple countries. - State-targeted campaigns promoted life jacket usage in Michigan, New York, and Washington. - Looking ahead, the 2012 campaign will focus on sharing personal safety stories and developing new public service announcements.

1. “Wear It!” and Paddlesports: Creating a Safety Culture National Safe Boating Council ACA Conference Friday, October 30, 2011

2. USCG Accident Statistics - Steady increase in canoe/kayak deaths and drownings since 2005

3. 2011 National Outreach Public Service Announcement: Gold-Medalist Mark Spitz Media Relations Summary Placed a total of 1,231 articles and online media hits Reached a potential audience of more than 153.6 million Distributed five search engine optimized press releases

4. 2011 National Outreach Magnetic Postcard Press Kit Campaign Mailer Lenticular Postcard

5. 2011 National Outreach

6. 2011 National Outreach Safe Summer Campaign Contest B-Roll Footage

8. The Power of Social Media

10. 8 Events in Canada - 1 Event in Japan

11. 1 Event in Australia - 1 Event in the UK“Ready, Set, Inflate!”

12. 2011 State-Targeted Campaigns “Wear It MI!” – 3rd year “Wear It NY!” – 2nd year “Wear It WA!” – 1st year

13. 2011 State-Targeted Campaigns

14. NSBC Partnership with ACA

15. Campaign Resources

16. 2012: Looking Ahead National Effort Saved by the Jacket Stories New PSA Concepts being developed State-Targeted Efforts No longer will have 3 targeted states Offer “Wear It!” resources based on Application

17. Virgil Chambers, Executive Director, NSBC (703) 361-4294 / nsbcdirect@safeboatingcouncil.org