LIFEGUARD FOR LIFE
The Lifesaving Society, in partnership with Leger DGTL, is proud to announce the launch of a campaign aimed at promoting and highlighting the lifeguard and instructor profession to the general public and other professionals in the field.
Entitled "Lifeguard for Life," this initiative has a dual objective:
- To raise public awareness about the legitimacy and crucial importance of the lifeguard profession in our swimming areas;
- To encourage current and potential lifeguards and instructors to consider this profession as a long-term career.
The "Lifeguard for Life" campaign is deployed in two main parts. The first, focused on raising awareness, it is active across a variety of platforms, including the Quebecor ecosystem, and includes a series of videos featuring four lifeguards or instructors who share a real-life rescue story that captivates and educates the public about the vital role of lifeguards in our society. The second part, aimed at career consideration, is primarily activated on social platforms and features proud and fierce shots of our protagonists in their daily lives.
"At the Lifesaving Society, we consider the lifeguard profession to be a vocation in itself, requiring exceptional skills and remarkable leadership. This profession deserves recognition and appreciation that truly reflect its importance. Through this campaign, our objective is twofold: on one hand, to enhance public recognition of these dedicated professionals, and on the other hand, to inspire young generations to view lifeguarding not only as a career but as a rewarding and meaningful professional journey. " said Raynald Hawkins, General Manager of the Lifesaving Society.
This extensive campaign is launched simultaneously with the International Lifeguard Appreciation Day. This symbolic date highlights the importance and recognition of these dedicated professionals. By linking the campaign launch to this day, the Lifesaving Society aims to spotlight the essential work of lifeguards and instructors while celebrating their invaluable contribution to the safety of our swimming areas.
Free training
Furthermore, the Lifesaving Society aims to highlight the offer of free trainings, available both for new candidates wishing to become lifeguards or instructors, and for current lifeguards who wish to renew their certifications. This initiative aims to make these essentials trainings accessible and to encourage more people to pursue a professional rescue career.
Based on probing data
The second part of the campaign, focused on career consideration for lifeguards and instructors, was specifically designed in response to the results of a study conducted by Leger and Leger DGTL. This research, conducted among current and former lifeguards and instructors, has identified their perceptions, motivations, and barriers concerning their profession. The data collected was crucial in shaping a campaign that directly addresses the needs and aspirations of this community, highlighting the Lifesaving Society's commitment to supporting its members throughout their careers.