Child and adolescent drowning prevention

Swim For Life - A Multi Media Campaign Promoting Learn to Swim

M. Claridge, Swim For Life - A Multi Media Campaign Promoting Learn to Swim, in World Conference on Drowning Prevention, Porto, Portugal, 2007.

­1. Abstract

On average (2002-2006) 124 New Zealanders perish as a result of drowning every year, this equates to 3.1 deaths per 100,000 population (DrownBaseTM 2007).

Swim For Life is a water safety marketing initiative. Its core objective is to ensure New Zealand children learn to swim and develop survival skills, essential for life in New Zealand.

Research (Water Safety New Zealand, the Ministry of Education [Government Agency] and AC Nielson) indicates an alarming divergence between New Zealand children’s perception of their swimming ability and actual swimming ability. Less than 25% of all New Zealand children can swim 200m by the age of 12 (AC Nielson, 2002).

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