Probably no one loves summertime more than children. School vacations! Ice cream. Riding bikes. Splashing in cool water. Long days of just having fun. And, unfortunately, childhood drownings. 

This is especially true in lower-income families: 79% of children in US households with incomes less than $50,000 have little-to-no swimming ability. But formal swimming lessons reduce the chance of a child drowning by 90%.

The sunny coastal community of San Diego’s “Swim Safer” campaign launched a series of promotions and events to bring home the safety message and offer hands-on drowning prevention tips—for both parents and children. From free pool parties throughout the area (featuring free swim lessons and CPR training) to educational videos to a refreshed website, the educational messaging appeared in five languages and portrayed different ethnicities and genders. 

The campaign launched with a press conference, gaining 1.5 million earned media impressions. Multicultural outreach, social media and an advertising campaign resulted in over 19 million gross impressions, a record-breaking number of website page views and full attendance at the pool parties.