The importance of safety equipment on boats is undeniable. However, safety equipment is often stored under seats, in gunwales or under bunks making it difficult to locate in a life or death situation. When two friends and their 11yo sons survived a real life accident a sea, they realised how poorly most safety equipment was stored on boats. There is no standard protocol and they believe this is costing lives. When their boat sank suddenly, they had only seconds to locate the safety equipment that would ultimately save their lives. They were lucky, but many others are not, resulting in too many unnecessary deaths. Their experience inspired them to create a safety device (Life Cell) that redefines how safety equipment is stored and used on boats to improve survival rates. Life Cell is now fully endorsed by the very people that saved their lives, the Westpac Lifesaver Rescue Helicopter. The Life Cell is highly visible with clear signage and is simple to use even for the novice boater. It is also designed to float off its mounting bracket in the event of a vessel sinking or capsizing.