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Citation
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Macleod R, Morrison G, Walker D, McAvoy C, Gauci C, Whittaker D
In: WCDP 2023 Shaping a global strategy. Mobilising for local action. Perth, Australia, December 5-7, 2023. (2023). Leuven, Belgium: International LIfe Saving Federation, |
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Abstract
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Background The UK NWSF[1] responded to the World Health Organisation's (WHO) call to 'do one thing' - by launching 'Respect the Water', a new national drowning prevention campaign on July 25th 2022, to help lead the UK conversation and commemorate WDPD [2]. The NWSF is a UK-focused, voluntary network, established in 2004 following a government review. It published the UK Drowning Prevention Strategy in 2016 and works together to reduce water-related deaths.
Description The NWSF's WDPD strategy was to leverage the day to help maximise public interest and awareness of drowning prevention messaging at the most relevant time of year for the UK setting, underpinned by the UK NWSF strategy[3] objective to "increase awareness of everyday risks in on and around water". The approach resulted in the largest ever coordinated UK Water Safety campaign. Activity & inventions included;
• Collaborative PR - 50 organisations supported one media release focused on drowning statistics, expert spokespeople, local events and case studies about drowning survivors and bereaved families
• A paid, owned & earnt multichannel campaign educating about bystander rescue including who to call and how to help safely (Call, Tell, Throw)[4]
• A coordinated effort to 'go blue' and illuminate high profile buildings and monuments to commemorate WDPD
Lessons learned
• Many voices sharing a consistent message helped break the echo chamber and reach those at risk 1. 394 media outlets covered the story, including 33 TV stations in 48hrs
2. 12 different organisations spokespeople & 10 case studies
• Timely drowning statistics increase relevance & media coverage
1. "277 people accidently drowned in 2021 in UK, with 47% of these deaths in the 3 summer months; July worst month"
• Collaboration can be difficult, but focusing on a common objective helps navigate challenges like competing priorities and limited resources
• Independent research demonstrated the campaign had positive impact of increasing safer behaviours.
Conclusions
World Drowning Prevention Day is an amazing opportunity to bring together multisectoral partners with relevant and focused strategies for our respective settings. The "UK's multisectoral approach to drowning prevention and strong cross organisational collaboration via NWSF" has been recognised as positive[5].
Language: en |