Brand Experience

NDPA and Doner Launch PSA to Prevent Child Drownings This Summer

07 July, 2023

In a concerted effort to combat the rising problem of child drowning, the National Drowning Prevention Alliance (NDPA) has joined forces with Doner, a renowned advertising agency based in Detroit. The partnership aims to bring the silent but deadly issue of child drowning to the forefront of public consciousness, particularly during the summer months when such incidents are most common.

A 30-second public service announcement (PSA) developed by Doner poignantly illustrates just how silent and sudden child drowning can be. “Child drowning is an escalating yet entirely preventable issue. It’s crucial that we spread awareness about prevention measures because, shockingly, most incidents occur when parents are nearby but oblivious to the danger,” said Colin Jeffery, Chief Creative Officer at Doner.

The NDPA reveals that an alarming 88% of child drownings happen with at least one adult in the vicinity, and half of these occur within 25 yards of a parent or another adult. “Contrary to how it’s typically portrayed in media, drowning is usually a quiet and swift occurrence. Most children aren’t able to call for help, and it often happens even when adults are around. Our data also indicates that nearly a quarter of child drownings happen during family pool gatherings,” shared Adam Katchmarchi, Ph.D., Executive Director of NDPA.

To help prevent these tragedies, the NDPA suggests a variety of safety measures. These include assigning a dedicated water watcher who is attentive, capable, and not under the influence of drugs or alcohol. This person should avoid distractions such as cell phones or conversations and should be able to reach non-swimmers at all times. Swimming near a lifeguard is also recommended, as is enrolling children in high-quality swim lessons from their first birthday. However, it’s important to remember that even proficient swimmers can drown, so over-reliance on any single layer of protection is unwise.

Learning CPR with rescue breaths and understanding how to respond in emergencies are also key elements of the NDPA’s Five Layers of Protection strategy. By adopting these practices, parents can significantly reduce the risk of child drowning.

“Although most drownings are accidental, they can be prevented. Parents and caregivers must learn to identify the signs of drowning during both swim and non-swim times and implement the five layers of protection,” Katchmarchi urged.

The NDPA-Doner partnership is a powerful example of how organizations can leverage their unique strengths for social good. Doner’s expertise in creating compelling narratives through advertising can help the NDPA’s vital message reach a wider audience. This collaboration could serve as an inspiration for others in the marketing industry, including those in gym marketing or gym lead generation who are looking to create impactful campaigns.

For instance, Facebook Ads could be an effective platform for disseminating PSAs similar to the one created by Doner and NDPA. By utilizing such platforms, organizations can increase their reach and potentially save more lives. Similarly, gyms could use their influence to promote safety not just within their premises but also in other aspects of their members’ lives.

In conclusion, the NDPA and Doner partnership serves as a stark reminder of the silent danger lurking in our pools and a call to action for parents, caregivers, and communities to become more vigilant about child drowning prevention.