The program encourages boaters to either serve as or designate a sober skipper before every trip—someone who agrees not to consume alcohol or drugs and who is responsible for safely operating the vessel and protecting everyone on board. The campaign emphasizes that environmental factors such as sun, wind, vibration, and noise can already impair a boater’s balance, coordination, and judgment, and that alcohol significantly increases these risks.

The program included:

• A public awareness advertising campaign
• Educational resources for parents and children
• Actionable signup “pledge program”
• Community outreach press materials
• A lifejacket loaner program for children
• Wristbands, dispensers
• Outdoor advertising

Brand identity for the campaign is a flexible identity system that allows states, cities or local businesses to co-brand the program.