The Clothes They Wore

70% of childhood drownings happen during non-swim times and is the #1 killer of children between the ages of 1-4. That’s more than double the number of swim-time drownings, with preliminary data in the state of Florida showing the incidence upwards of 80-90%.

Shockingly, this danger has gone widely unnoticed and continues to rise. As a kickoff to summer, parents are conditioned to keep an eye on their children during swim times. But the biggest danger of child drownings occur at unexpected times when it seems nearly impossible.

To raise awareness around this reality, today, the National Drowning Prevention Alliance with agency partner Doner, announces a new campaign, “The Clothes They Wore.” This campaign relives the tragic stories told from the parents who lost a child to non-swim time drowning in hopes of preventing it from happening to others. Each story features the wet clothes of the children to prove that most child drownings don’t happen in a swimsuit.

Five long-form films sit at the center of the campaign. The parents’ stories lead to the five layers of protection to help prevent these tragedies from happening again:

Barriers and Alarms: Proper fencing, barriers, and alarms that restricts a child’s access to pools and other water bodies, as most drownings happen during non-swim times.

Close, Constant, and Capable Adult Supervision: A water watcher should be designated anytime children are in, on, or around a pool or natural body water.

Water Competency: Parents should make swimming a child’s first sport, because participation in formal swimming lessons, children aged 1-4 can reduce their risk of drowning by as much as 88%.

Life Jackets: Ensure children wear appropriate life jackets when in, or around natural bodies of water or when boating.

Emergency Preparedness: Learn CPR with rescue breaths and have ready access to a phone to call 911.
“The Clothes They Wore” builds on NDPA’s 2023 “Drowning Doesn’t Look Like Drowning” campaign focused on how drowning is silent.

The campaign is live today, July 2, through video, print, social, OOH, digital, and experiential.