Researchers at the Northeast Center for Occupational Health and Safety are launching new lifejacket vans and a social marketing campaign with the aim to make lifejacket use easy, appealing, and affordable for commercial fishermen. According to the National Institute of Occupational Safety and Health, lobster fishing deaths accounted for the highest number of occupational fatalities in East Coast fisheries from 2010-2014. Most of these deaths were related to falls overboard (50%) or vessel disasters (30%) and based on fatality report narratives, none of the recovered victims was wearing a lifejacket. Researchers at the Northeast Center for Occupational Health and Safety: Agriculture, Forestry and Fishing (NEC) have been working with lobstermen in Maine and Massachusetts over the past few years to understand why lifejacket use has been relatively uncommon among fishermen in this fishery sector. Feedback from lifejacket trials and focus groups with fishermen have pointed to a number of barriers to lifejacket use. NEC is launching a “Lifejackets for Lobstermen” campaign to address these barriers. To access easy and affordable options, the campaign will feature two lifejacket vans. The vans will provide lifejacket options at a one-time discount and will allow fishermen to try them on, get information about the various options available and learn about additional technology that can improve fishermen’s chances of recovery and survival in the event of a fall overboard. Social marketing principles will be applied to address barriers related to product, price, promotion, and place. This presentation will overview the research and focus groups, and the development of the vans and promotional campaign. Discussion will address overlapping safety areas between commercial fishing and recreational boating, and survival systems as a whole.