As families and friends gather for poolside barbecues and picnic celebrations this July 4 weekend and throughout the summer, the National Drowning Prevention Alliance is bringing attention to common misconceptions about how and when drownings occur to help save lives.
Drowning is the single leading cause of death for children aged 1-4 and the second leading cause of death for children 5-14.
According to the NDPA, 88% of child drownings occur with at least one adult present, and 50% of children drown within 25 yards of a parent or other adult. With millions of families and friends celebrating the summer and the July 4th holiday around pools, oceans, and lakes, NDPA is stressing the importance of close, constant, and capable supervision, while reminding parents that drownings can occur without warning and may not look or sound like what one might expect.
NDPA, in collaboration with advertising agency Doner, joined forces on a public service campaign entitled Drowning Doesn’t Look Like Drowning. Launched July 1, the purpose of the campaign is to shatter common drowning myths and direct parents and caregivers on where to find more information and resources.
The chilling, 30-second commercial created by Doner, an 86-year-old advertising agency known for its exceptional strategic, creative, and production capabilities, shows how easily the real signs of child drownings can go unnoticed even when adults are in the vicinity. In the video titled, “Drowning Doesn’t Look Like Drowning”, the audience is led to believe they are experiencing a beautiful summer day, but in actuality, they are witnessing a child drowning. The commercial closes with the message — no splashing, no waving, no yelling, learn the signs at DrowningDoesntLookLikeDrowning.com.
“There is a common saying among water safety advocates that when everyone is watching, no one is watching,” said Adam Katchmarchi, executive director of the NDPA. “Additionally, drowning does not occur the way we are used to seeing it on television or in the movies with a lot of noise and splashing. With most children unable to call out for help, the fact is, drowning is quick, quiet, and often happens when adults are present. Statistics also show that 23% of child drownings occur during a family pool gathering.”
Added Katchmarchi, “While the majority of drownings are accidental, the good news is drownings can be prevented if parents and caregivers learn how to recognize drownings during both swim and non-swim times and familiarize themselves with and put into practice the five layers of protection.”
According to NDPA, parents and caregivers need to remain equally vigilant after the pool party is over. A staggering 70% of toddler drownings occur during the non-swim time when a child is not expected to be in the water but finds his or her way to a pool or other open water source undetected. NDPA recommends the following water safety tips to help prevent a drowning incident this summer:
- Have a designated, active water watcher at all times
- Adult water watchers need to provide close, constant, and capable supervision.
- Water watchers need to stay focused and never be distracted by a cell phone, conversations, or other diversion.
- Water watchers cannot be under the influence of drugs or alcohol.
- Water watchers should rotate every 15 minutes.
- Identify weak and non-swimmers and always practice touch supervision by being able to reach out and touch non-swimmers at all times
- Swim near a lifeguard whenever possible. With an adult water watcher designated even if lifeguards are present.
- Enroll your child in high-quality swim lessons as early as their first birthday. But keep in mind, even good swimmers can drown.
- Do not overly rely on one layer of protection as layers can break down and are designed to be used in combination with one another to reduce risk.
- Learn CPR with rescue breaths and what to do in an emergency.
By adopting these tips and practicing NDPA’s Five Layers of Protection when enjoying a backyard pool, while on vacation, or when a child is exposed to open water, parents have the power to prevent drowning.
To learn more, visit ndpa.org.