ΟΑ202. Drowning prevention through marketing - a government approach to building a culture of water safety

Abstract Background Water offers opportunities for joy, connection, and lifelong memories, yet drowning remains a significant public health challenge in Ireland, accounting for nearly 40% of all combined road and water deaths over a five-year period. Water Safety Ireland recognized the need for a proactive approach, launching a national public awareness campaign that reframed water safety as an enabler of positive experiences rather than a restriction. Description The campaign leveraged multi-channel marketing strategies—including digital platforms, radio, print media, and community outreach—to promote the message that memorable moments are made possible by practicing water safety. Research conducted across age, gender, regional, and socioeconomic demographics provided critical insights into public attitudes and behaviors. The campaign emphasized swimming as a life skill (recognized by 84% as essential, up 6% from 2023) and reinforced the importance of water education (90% deeming it necessary, a 7% increase from 2023). The results also showed a significant rise in overall water safety knowledge among adults (76%, up 19% from 2023), and 72% of parents reported improved safety awareness among children. Lessons The campaign effectively prompted action, with 74% of respondents taking at least one safety measure after exposure to water safety messaging. The most common response was heightened vigilance when swimming with family and friends (43%). These findings underscore the role of positive, action-driven messaging in encouraging behavior change. While lifejacket usage declined (70% in 2024 vs. 80% in 2023), the data highlights an opportunity for future campaigns to reinforce their importance through targeted messaging. Conclusions The success of this campaign demonstrates the power of well-crafted public messaging in shaping water safety behaviors. By positioning safety as a means of protecting cherished experiences, governments can foster long-term engagement Key messages • Well-crafted public messaging can shape the water safety behaviors of the public and change their attitudes and behaviours at aquatic environments. • By positioning safety as a means of protecting cherished experiences, governments can foster long-term engagement with water safety education. Topic Drowning Prevention, Changing Attitudes, Marketing.