by Amber Larkins, OOH Today
No one wants to think about it or imagine that it could happen to their child. But drowning is the #1 killer of children between the ages of 14. Seventy percent of childhood drownings happen during non-swim times.
This number is more than double the number of swim-time drownings. Preliminary data in Florida shows the incidence upwards of 80-90%.
Many parents may not be aware of the dangers, thinking that if it is not a swim time, then there is no risk.
The National Drowning Prevention Alliance knew that it needed to raise awareness around this reality: the biggest danger of child drownings is at unexpected times when it seems nearly impossible.
They partnered with Doner for a new campaign, “The Clothes They Wore.” This heartbreaking campaign featured parents who had lost a child to non-swim time drowning sharing their stories in hopes of preventing others from having to go through the same thing.
Each story shows the wet clothes of the children who drowned to raise awareness that most child drownings don’t happen in a swimsuit.
There are five long-form films at the center of the campaign. You can view Edna Mae’s story here, Gunner’s story here, Jack’s story here, Joshua’s story here and Levi’s story here.
“The Clothes They Wore” builds on NDPA’s 2023 “Drowning Doesn’t Look Like Drowning” campaign focused on how drowning is silent.
“What impacts one of us, impacts all of us. For every child we lose, we lose a skill, an innovation, an idea, a doctor, a scientist,” said Florida State Senator Rosalind Osgood.
The campaign is now live across OOH billboards in Florida, and Illinois.
- Advertisement -
