Over the past ten years 53 fishermen have lost their lives at sea in Ireland. Bord Iascaigh Mhara has launched a campaign to address this fact by encouraging fishermen to wear their personal flotation device lifejacket while at sea. They are also urging fisherman to complete mandatory BIM safety survival training. Kerry has a relatively good safety at sea record with one fisherman fatality in the last ten years compared to Wexford with 13. According to BIM commissioned research, more than 36% of fishermen personally know a colleague who has been lost at sea. However, almost half of the 3500 fishermen in Ireland don’t wear their life jackets. The campaign called ‘Live to tell the tale’ features hard-hitting advertisements that are designed to be thought provoking and make fishermen think of the consequences of not wearing a PFD lifejacket.