Ghost Jackets

On the occasion of National Drowning Prevention Week (NDPW), the Lifesaving Society – Quebec Branch, in collaboration with LG2, is unveiling a new awareness campaign. Designed to raise awareness among boaters about the consequences of not wearing a personal flotation device (PFD), the campaign features a powerful commemorative symbol: Ghost Lifejackets. These PFDs, painted white, have been installed near locations where drownings have actually occurred. By paying tribute to the victims, this symbolic initiative serves as an emotional and tangible reminder that one simple action—wearing a PFD—can make all the difference. The campaign also includes a 60-second message airing on television and online, narrated by Roxanne Girouard, mother of Alexandre Levasseur, who lost his life to drowning in 2021. Alexandre’s lifejacket was generously donated by his family for the initiative.

“The Lifesaving Society’s wish would, of course, be to no longer have to raise awareness about drowning prevention. But when we know that every year in Quebec, 70% of drowning victims involved in boating activities were either not wearing a PFD or were wearing it improperly,¹ we must continue our awareness efforts. Having Roxanne’s trust and being able to share her story as a grieving mother is a true privilege. We hope her personal story will touch people and, ultimately, save lives. It’s simple: wear your PFD. Overestimating your abilities is never worth the risk.” — Raynald Hawkins, Executive Director, Lifesaving Society

In addition to being displayed near bodies of water across the province, the Ghost Lifejackets are also part of a special initiative in collaboration with Canadian Tire. Ghost Lifejackets have been placed in stores to raise awareness among consumers at the point of purchase. The lifejackets can also be seen on the online shopping platforms of several outdoor retailers, including Latulippe, SAIL and Altitude Sports, as a reminder that having a PFD is essential for boating safety.

“We wanted to create a powerful symbol—one that would endure over time. There is no more striking reminder to wear a PFD than seeing a Ghost Lifejacket just before launching your boat. Raising awareness remains a significant challenge, particularly when it comes to avoiding a moralizing tone. We therefore chose to evoke empathy while confronting people with a real-life consequence, allowing the message to speak for itself.” — Frédéric Tremblay, Creative Director, LG2

La campagne 2025 a été rendue possible grâce au partenaire de la Société de sauvetage, Transports Canada, qui apporte son expertise en matière de sécurité nautique. La Société de sauvetage tient à remercier l’organisation pour son soutien essentiel aux efforts de sensibilisation auprès des plaisanciers.