While the goal is to prevent drowning among all Canadians, the
Lifesaving Society focuses on priority target groups. The
Society uses its annual research to
identify high-risk groups and to determine the most
effective drowning strategies. Two key target groups are parents of
children under 5 years of age and men 18-49 years.
Our Water Smart® Campaign
encourages individuals in high-risk target groups to exercise safe
and responsible behaviour in and around water to prevent
water-related injuries. To reach those who don't take traditional
swimming lessons, the Lifesaving Society promotes its Swim to
Survive program that teaches the essential skills needed to survive
an unexpected fall into deep water.