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The National Drowning Prevention Alliance and creative partner Doner have joined forces to create a national PSA to raise awareness of drowning and educate caregivers and parents about drowning prevention.
The two PSAs, titled Drowning Doesn’t Look Like Drowning, depict similar summer days by the pool, both quiet and calm. But each video ultimately reveals that drowning doesn’t really look like drowning, with no splashing, waving or yelling to indicate that something is wrong.
Child drownings carry a negative stigma, because many think that only “bad parents” lose a child to drowning. However, this tragedy is the leading cause of death in 1-4 year-olds, and although there’s been an 11.5% increase in drownings nationally since 2021, it’s completely preventable.
Viewers are directed to DrowningDoesntLookLikeDrowning.com, which shares key facts about drowning and urges use of the NDPA’s five layers of drowning protection.
The Detroit-based agency donated its time and creativity to bring the important campaign to life. To further show its commitment to drowning prevention, Doner is sharing the PSAs internally through its family-focused ERG and is planning to offer agency-wide CPR training.
"As an agency where many of our employees have young children, we were shocked by the statistics around child drownings and felt compelled to use our creativity to inspire this conversation and promote safety training. Child drowning is a preventable problem, yet an increasing one. And education needs to be done around drowning prevention because so often it happens while parents are close and unaware. Our mission with this PSA is to reach millions of parents with the hope of saving lives this summer." - Colin Jeffery, CCO, Doner.
