Toddlers and older Victorians are the target audiences in the latest Play it Safe by the Water TV, radio and social media campaign.
You may have already noticed the new television commercials on your screen.
The “Ten to One” toddler water safety advertisement focuses on the number of toddlers who end up with permanent disabilities from drowning incidents.
It shows a young girl who became wheelchair bound, after falling into a swimming pool while trying to pick up a floating balloon.
LSV General Manager Government and Industry Relations and Chair of the Play it Safe by the Water committee Paul Shannon says it’s confronting footage that shows just how quickly life can drastically change.
“Children aged from 0 to 4 years have the greatest overall risk of drowning, with the highest age-specific rate of both fatal and non-fatal drowning,’’ Mr Shannon said.
“Victoria had an 8 per cent increase in drowning deaths of children in the 2015/16 financial year, compared with the 10 year average.
“We can’t stress enough the importance of child supervision.’’
The over 65s are the focus of the “Over and Under” TV commercial, with a 40 per cent increase in fatal drowning incidents in this cohort in Victoria.
“We want the public to be aware of changing fitness levels and abilities as you get older and how this may impact your activities in the water,’’ Mr Shannon said.
“It’s also important to take extra care around water if you are on medication or have a pre-existing health condition.’’
The advertising campaign began in December and runs through to late April.