A number of international studies have shown alcohol to be an important factor in boating fatalities and drownings. In 1999, the Injury Prevention Research Centre (IPRC) conducted a study to provide evidence of the role of alcohol in drowning and boating incidents here in Aotearoa New Zealand.

As a result of these findings, the Alcohol Advisory Council of New Zealand (ALAC) developed a campaign targeting small boat users during the America’s Cup Regatta 2000. There was a general concern among a number of organisations that alcohol consumption on spectator craft during the regatta, combined with heavy traffic on the water, could result in injury accidents or drownings. The America’s Cup provided a catalyst for those interested in safety on the water and the Safe Summer 2000 forum created an environment where these agencies could work collaboratively.

The campaign aimed to reduce alcohol-related boating injuries in and around the America’s Cup Regatta by strengthening linkages with the boating community and putting an effective communication strategy in place.

Prior to the campaign there was very little acknowledgment of alcohol issues on the water among sectors of the boating community. The project worked closely with water safety organisations and the boating community to highlight the risks of combining alcohol and boating.

While the availability of sound research helped the campaign, credibility was a major issue when challenging the entrenched behaviour of boaters. Relationship building was a long and arduous task.

With sectors of the boating community in denial of any problem, the campaign aimed to raise awareness and facilitate debate, rather than immediately change behaviour. This was done through networking and liaison, speaking at boating club meetings, publicising research findings, and using an extensive communications strategy.

'Don’t Go Overboard With The Booze' was the name given to the campaign. The safety messages, and slogan were used on billboards, posters, flashcards, tee-shirts, magazines and radio and television news items throughout the campaign. Resources were distributed widely through Auckland boat clubs, and at boat ramps, key retailers and marinas.

Strategic alliances were fostered with Coastguard Search and Rescue, Auckland Water Safety Association, Watersafe Auckland, Auckland City Council, Maritime Police, and Auckland Regional Authority. In addition ALAC held information meetings with a number of health promoters around the country which resulted in the safety messages being promoted in many parts of Aotearoa New Zealand.

A follow-up survey conducted by the IPRC found that the campaign had been very successful in raising awareness of issues surrounding alcohol and boating. An impressive 72% of survey respondents recalled the ‘Don’t go overboard with the booze’ slogan and a slight improvement in safety behaviours associated with drinking alcohol on the water was recorded.

However, there was some resistance to the campaign possibly because these adults were not comfortable with being told to curb their drinking behaviour on the water.