Boater Ed Radio and Print Campaign
I landed a contract with the Washington State Parks Department to come up with a public service print and radio campaign to get boaters to take a safety course, pass a test, and then get a Washington State Boater Education Card.
The now legally required card costs a one-time fee of $10. That led to the tagline:
Get the card that’s good for a lifetime. Your lifetime.
(click to view full size PDF)
Once that was nailed down, it was time to take on the radio scripts.
I came up with several directions—some funny, some scary. I was staring at my computer screen one day before clicking open the folder for this project to dive back in for further creative exploration.
The folder is labeled ‘boater ed.’ I’d been spending most of my time for a month inside this folder before it came to me. The radio campaign should feature a roving, mock-heroic character, Boater Ed. Boater Ed will steer folks towards boating education and safety, always urging them to visit BoaterEd.org to get started.
And now it’s time to meet our public service hero.
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About Freelance Copywriter Dan Goldstein
I write copy to get results.
But flat-footedly asking for those results doesn't always work. You have to get your customers' attention, convince them you understand their problems, needs and desires, and then present a compelling solution in a memorable way. I offer copywriting services in all media, including the Web, that jump through all these hoops with enough style to enhance your image while scoring sales.
I spent the first part of my career as a copywriter at major advertising agencies.
I worked for a wide range of clients on everything from food and beverage accounts to financial services to travel, real estate, restaurants, and much else. Along the way, I picked up numerous awards, including a Clio.
I now offer my copywriting services directly to businesses as well as advertising agencies and design firms.
You can contact me with questions about copywriting or to get to work on your next piece of powerful communication.
You can also subscribe to my blog for hopefully pithy and entertaining insights on advertising copywriting and the creative process.
