Water Smart® Campaign
The Lifesaving Society's ongoing public education campaign aims
to make Canadians "Water Smart." The campaign target groups,
messages, and priorities are based on the Society's analysis of its
annual drowning and other relevant research. The Water Smart
Campaign encourages individuals in high-risk target groups to
exercise safe and responsible behaviour in and around water to
prevent water-related injuries. See Take Action to
plan drowning prevention events in your community.
Our Water Smart drowning prevention campaign is funded through
donations, community fundraising events and sponsorships. If you
would like to donate to the Lifesaving Society, or discuss ways in
which you can contribute, please email our
fundraising department
or call 416-490-8844 for more information.
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DROWNING IN CANADA
In Canada, drowning is the No. 1 cause of unintentional
injury deaths among children 1-4 years of age, and the second
leading cause of preventable death for children under 10
years. With some 500 fatalities annually, drowning is
the third leading cause of unintentional death among Canadians
under 60 years of age (surpassed only by motor vehicle collisions
and poisoning).
Drownings have shown resurgence in recent years
Until 2004, there was a long-term trend toward fewer drownings.
After an all-time low of 433 water-related deaths in 2004, there
was an upswing to 492, 508 and 480 deaths in 2005, 2006 and 2007
respectively. On average, an increase of 10% versus the
previous-3-year average. And in each of 2005, 2006 and 2007, the
number of water-related deaths is higher than during each of the
previous 5 years. We have to go back to 1998 to see a higher number
of annual drownings.
Taking population into account, the national water-related death
rate was also up slightly during 2005-2007 versus the
previous-3-years to 1.5 drownings per 100,000 Canadian population.
However, longer-term, the drowning death rate was still down
significantly from the 2.2 deaths per 100,000 population recorded
10 to 15 years earlier (1992-1996).
So, there has been significant long-term progress in reducing
death by drowning in Canada; but the more recent upswing is of
concern and reinforces the need for continued strong drowning
prevention efforts. The recent resurgence in Canadian water-related
deaths reflects:
- Regional upswings, in Ontario (+25% in 2005-2007
vs. 2002-2004), Alberta (+34%), Newfoundland & Labrador (+21%)
and the northern territories (+45%).
- More drownings among young adults (+32% among
18-34-year-olds in 2005-2007 vs. 2002-2004) and higher death rate
(back up close to late 1990's level among
18-34-year-olds).
- Aging population. Increased number of drownings
among "Baby Boomers" 50-64 years of age (+14%), in line with
population growth in that age group.
- More drownings occurring across many activities,
including: in-water aquatic activities (+18% in 2005-2007 vs.
2002-2004) such as swimming and wading; bathing/in bathtub (+41%);
near-water non-aquatic activities (+14%) such as walking near water
and falling in. These increases were partially offset by fewer
boating fatalities (-13%).
- Warmer, drier than average weather in much of
Canada conducive to aquatic recreation. 2005 and 2006 were 2 of
warmest of the past 60 years in Canada according to Environment
Canada; and the summer months were warmer than normal for 2005,
2006 and 2007.
DROWNING IN ONTARIO
Over 13 million people live in Ontario - 80% of them along the
shores of the Great Lakes. Most participate in aquatic activities
but never take swimming lessons or lifesaving training.
In the late 1980s there were about 250 water-related deaths
annually. Since the Lifesaving Society started tracking Ontario
drowning (in 1987), the highest number (278) was recorded in 1988.
The lowest number (128) was recorded in 2003.
Since then drownings have shown an upswing to 164, 182 and 169
in 2005, 2006 and 2007 respectively (the latest year for which we
have complete information).
These numbers reflect more drownings among young adults 18-34
years of age and, consistent with the aging population, among "Baby
Boomers". The average death rate is 1.4 drownings per 100,000
Ontario population.
In terms of risk factors, major contributors to the drowning
problem in Ontario are:
- Not wearing a PFD - continues to be a
major behavioural problem among adult men and the number one
contributing factor in recreational boating drownings. Only 4% of
all 2000-2004 victims in relevant situations (e.g., boating,
snowmobiling) were wearing a PFD properly.
- Consuming alcoholic beverages -
problematic behaviour still involved in half of water-related
deaths among men 18 to 49 years of age.
- On or near the water alone - a big
problem with young and old victims. Two-thirds of victims over 50
years of age, and 95% of young children under 5 years, were alone
when their fatal incident occurred.
- Cold water and/or hypothermia is a
silent killer, identified as a factor in about one-quarter of
Ontario water-related deaths.