Maritime Safety Victoria Drives Safety On Victorian Waterways With App From RXP

Maritime Safety Victoria Drives Safety On Victorian Waterways With App From RXP
SHARE
THIS



Maritime Safety Victoria (MSV) has launched a new app to improve safety among boaters and paddlers on Victorian waterways, by helping them make informed safety decisions.

The app was developed in response to an increasing number of Victorian boaters and paddlers suffering injuries on the water. From 2005 — 06 to 2014 — 15 there were 1,094 hospital admissions relating to boating injuries, an average increase of 5.3% per year.

There are currently over 400,000 marine licence holders and over 350,000 paddlers in Victoria. MSV, a branch of Transport Safety Victoria, helps ensure safe use of waterways for all Victorians and visitors.

Research from MSV found most boaters and paddlers only check the weather before they head out on the water, with 50 per cent of boaters and 85 per cent of paddlers not checking the weather again during their trip.

To change safety behaviour, MSV required a more consistent way of engaging and communicating with their target audience. Specific requirements included providing valuable trip information based on people’s interests and locations and better influencing boaters and paddlers to proactively manage maritime safety risks.

Following a government tender, digital services company RXP Group was selected to develop and implement a digital platform for recreational boaters and paddlers. The platform was designed to aide trip planning and kept boaters and paddlers up-to-date while boating.

Using Human Centred Design methodology, RXP engaged boaters directly —including going out on the water and visiting boat ramps — to understand the information they wanted and how they would like it presented. This was supplemented by workshops and survey data that led to the creation of a prototype app tested with boaters.

Built on MSV’s existing Salesforce platform, RXP designed and built the mobile app and website that supports boaters and paddlers to be better prepared and stay abreast of changing weather conditions before and during a trip on the water.

Called ‘Boating Vic’, the app and website provides targeted information relating to more than 400 boat ramps and launching locations across Victoria, including ramp and car park vision (live at selected locations), to inform users if the ramp is busy or quiet. The app also has localised information such as marine weather forecasts fed directly from the Bureau of Meteorology, as well as warnings, notifications, facility information and safety advice from a range of government agencies.

Since launching in late 2019 there have been more than 10,000 app downloads, more than 4,000 accounts created, and in excess of 500,000-page views.

Cameron Toy, director maritime safety at Transport Safety Victoria said: “A boater or paddler’s decision-making process is so critical to their safety. We now have an app that can continue to inform the decision-making process. This has enabled us to encourage safer waterway use in a new way.

“Conditions on the water can change incredibly quickly. That’s why it’s important that waterway users don’t become complacent about checking the weather during their trip. Boating Vic provides waterway users access to localised marine weather that gives them information they need, when they need it.”

A survey module built into the app showed 87% of respondents indicated Boating Vic influenced their decision to head out on the water.

Jared Hill, group executive, southern region, RXP Group added: “Built on MSV’s existing Salesforce platform our team engaged with boaters and paddlers directly using Human Centered Design methodology to ensure what we built was exactly what they needed to return home safely after a day on the water. This was a great project to have worked on and even more pleasing it’s one that is delivering real behavioural change.”

 

Please login with linkedin to comment

msv RXP

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]