# Deadly Alcoholic Drink Ads The Canadian Safe Boating Council Campaign Cautions Drinking at Sea By Meghan Young | Published 2014-05-01 | Updated 2014-05-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/canadian-safe-boating-council References: [adeevee](http://www.adeevee.com/2014/04/canadian-safe-boaters-council-one-drink-can-change-everything-print/) & [saatchi](http://saatchi.ca) The image of a drunken sailor may be stereotypical of the trade, yet the [Canadian Safe Boating Council](https://www.trendhunter.com/trends/canadian-club-soda-lime) ad campaign cautions against drinking while at the helm. Not everyone can miraculously get out of scrape after scrape like Captain Jack Sparrow. With the tag line, "One drink can change everything," it likens [drinking and boating](https://www.trendhunter.com/trends/gordons-mix-it-up) to drinking and driving. Conceived and executed by [Saatchi & Saatchi](https://www.trendhunter.com/trends/snack-right), an ad agency based in Toronto, Canada, the Canadian Safe Boating Council ad campaign was art directed by Joel Arbez and Christian Buer with creative direction by Brian Sheppard and Matt Antonello. It portrays a serious ocean storm in a tumbler. Except in place of salt water, the glass is filled with some sort of alcoholic beverage. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 65% | Activity: 57% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Boating Safety:** Creating educational campaigns around boating safety could help to prevent accidents caused by alcohol. - **Responsibility Messages:** Advertising that promotes responsible drinking could deter people from drinking while operating a vehicle. - **Campaign Effectiveness Measurement:** Determining the effectiveness of campaigns is essential for assessing whether they are reaching their target audience and creating the desired response. ### Sectors Adopting This - **Alcohol:** Alcohol companies could fund or create campaigns to emphasize the importance of responsible drinking. - **Advertising:** Agencies can work with organizations to create impactful campaigns to promote responsible drinking habits. - **Boating:** Boating companies and organizations can promote boating safety and education to help prevent accidents and promote safe drinking habits on the water. ## Related on Trend Hunter - [Winter Alcohol-Safety Initiatives](https://www.trendhunter.com/trends/winter-water-safety.md) - [Safe Consumption Swimmer Campaigns](https://www.trendhunter.com/trends/malibu-dont-drink-and-dive.md) - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md) - [Limited-Edition Rail Safety Beers](https://www.trendhunter.com/trends/rail-safety.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md) - [Cheerful Beer Store Campaigns](https://www.trendhunter.com/trends/whatever-the-case-may-be.md) - [Alcohol-Free Celebration Campaigns](https://www.trendhunter.com/trends/cheers-with-no-alcohol.md)