Lifesaving Society Quebec Shows That on the Water, the Greatest Danger Is You

For the 12th consecutive year, the Lifesaving Society (Quebec chapter) has launched a summer ad campaign in collaboration with lg2 to mark Quebec Safe Boating Awareness Week. Running on TV and various social media platforms, the 30-second spot aims to raise awareness among boaters about the serious consequences of not following safety rules when on the water.

Year after year, young people ages 18 to 34 are the segment most often involved in water-related accidents. In the vast majority of these cases, the outcome could have been avoided if the victims had respected the cardinal rules: always wear a life jacket, don’t consume drugs or alcohol and never go out on the water alone. Simple, unsettling scenes both in terms of sound and images drive home the message that the greatest danger on the water is you.

Quotes “With this campaign, made possible through Transport Canada’s Boating Safety Contribution Program, we really want water safety to be on the minds of Quebecers during their time on the water this summer. In 9 out of 10 drowning incidents, the victim was not wearing a life jacket or not wearing one properly, while 4 out of 10 victims were inebriated or boating alone. These numbers, which we need to drive down, mean there is work to be done to educate people," said Raynald Hawkins, General Manager, Lifesaving Society (Quebec chapter).

“It’s the individual’s responsibility to follow safety rules and avoid putting themselves at risk. The Narcissus-inspired message reminds young boaters that every bad decision on the water can be fatal. In the end, the greatest danger on the water is us," says Frédéric Tremblay, creative director, lg2.