This is Drowning Prevention Week, an initiative of the Royal Life Saving Society which Swim Ireland have partnered on this year.

Together with creative agency Boys + Girls they have produced a sixty second piece of video content that will stop you in your tracks if you are a parent.


It is a campaign that takes on greater significance this summer, as more people than ever are visiting Irish beaches due to the fact that Covid-19 has caused the closure of supervised swimming pools and has restricted international travel.

“Drowning is the 2nd biggest cause of accidental deaths for Irish children,” said Joni Harding, Swim Ireland’s Head of Education.

“So, this Drowning Prevention Week we are appealing to all Irish people to #BeALifesaver. This ad will hopefully grab people’s attention and will make it clear to guardians that they should never take their eyes off their children when they are in the water.”

The content was designed as a radio ad and listening while not watching makes it even more compelling.

“It was designed to bring the dangers of swimming unsupervised into sharp focus for the listener,” added Kris Clarkin, Creative Director at Boys+Girls.

“Radio is an incredibly powerful medium for this type of message. Our hope is that it starts a conversation in Ireland and acts as a reminder to parents and guardians of the importance of supervising children in the water.”

The spot was sound designed by Mutiny Studios and recorded on location on Sandymount Beach and Marion College swimming pool.


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