The Lifesaving Society is Canada's lifeguarding expert, a full-service provider of programs, products and services designed to prevent drowning. They are a national, volunteer organization and registered charity composed of tens of thousands of individual members, and over 2,000 affiliated swimming pools, waterfronts, schools and clubs. A leader and partner in the delivery of water safety education throughout Canada and around the world, the Society operates globally in over 60 countries.
In Canada, they have been teaching water safety and water rescue to Canadians since 1896. Today, over half a million Canadians participate in Lifesaving Society swimming, lifesaving, lifeguarding and first aid training programs each year. As Canada's lifeguarding experts, they set the standard for professional lifeguard training and certify all of Canada's National Lifeguards.
The Lifesaving Society is pleased to be a partner in the Cold Water Boot Camp program. The mission of the society is to prevent drowning and they believe that Cold Water Boot Camp is an innovative and provocative way to demonstrate to boaters why they should wear a lifejacket. That is important because on average about one third of all of the drowing fatalities in Canada occur when people are boating (about 130 per year). Most victims are men (80%), an overwhelming number (90%) are found without wearing a lifejacket and cold water is a big factor in those drowning with 94% of people who drowned in Canada did so in water that is below 20 degrees Celsius.
The Lifesaving Society’s expectation is that the experience of vicariously struggling in cold water with these young, fit, trained and motivated people will lead to the “average boater” believing that THEY should wear a lifejacket. They believe it will lead to behavioural change and ultimately save lives. And that is their mission…to prevent drownings.
Cold Water Poster |
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The Lifesaving Society in partnership with the Canadian Safe Boating Council (CSBC) produced a poster that will be displayed in malls and on streets, primarily in Ontario. The poster “If the Cold Shock Doesn’t Kill you, Time Will” is designed to convince boaters to buy some time by always wearing a life jacket. The poster also provides a link to the Cold Water Boot Camp program by incorporating a link to the website. |
The Lifesaving Society is very grateful for the support of the DRAFTFCB advertising agency, for their donation of extraordinary creative excellence and resources for the poster and to Pattison Outdoor Advertising for their donation of extensive media space. The poster is available in English and French in a 12” x18” size and magazine sizes as well. Contact Barbara Byers at the Lifesaving Society at barbarab@lifeguarding.com if you wish to obtain copies of the poster. |
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