Lifesaving society // Angels of the water
Each year between 60 and 80 people drown in British Columbia, and The Lifesaving Society of BC wants to change that. During Drowning Prevention Week we took to the beach, and turned a stretch of sand into Canada’s largest billboard to raise awareness for each person who drowned the previous year.
We turned less than two thousand dollars and one cold morning on the beach into millions in earned media in both national and international press.
Alongside the 75 sand angels was a plaque with the age, location, and reason for drowning of each victim. The range of ages and reasons helped dispel the myth that only people who can’t swim drown.
