Lifesaving Society conducts beach towel promotion
By Rob Bale
The Lifesaving Society B.C. & Yukon recently conducted a promotion intended to raise awareness of drowning. On July 27, the organization placed 400 beach towels on a beach at Buntzen Lake near Vancouver, representing the approximately 400 Canadians who drown each year. The event was timed to coincide with National Drowning Awareness Week. The promotion was developed by Taxi of Vancouver.
“Our goal was to reach people where it's most relevant and most timely,” said Jackie Pearl, managing director of Taxi. “We know it's hard for people to feel an emotional connection to statistics. Visualizing the 400 deaths with something we all take to the beach or lake humanizes that number and makes people stop and think.”