While the goal is to prevent drowning among all Ontarians, the Lifesaving Society focuses on priority target groups. The Society uses its annual research to identify high-risk groups and to determine the most effective drowning strategies. Two key target groups are parents of children under 5 years of age and men 18-49 years.
Our 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. To reach those who don't take traditional swimming lessons, the Lifesaving Society promotes its Swim to Survive program that teaches the essential skills needed to survive an unexpected fall into deep water.