Lifesaving Society of BC, PSA
Every year, around 400 Canadians drown. A somber statistic the Lifesaving Society of BC wanted to draw awareness to before the August long weekend (a peak time for drowning deaths). But that deadline was just 3 weeks away. Eeek!
I came up with the idea of using something simple that we all associate with a fun day at the beach; towels. Four hundred towels were laid out on a local beach, each representing a Canadian who never returned from our lakes, rivers and oceans. The whole TAXI team came together to pull off the event, creating a poignant reminder to be smart around water.