Despite being preventable, drowning represents the third leading cause of unintentional injury death worldwide, a pattern that holds true in Canada as well. The country witnesses more than 400 people unintentionally losing their lives because of drowning each year, with most fatalities peaking in July. While progress has been made — with the annual death rate decreasing over the past three decades — unintentional drowning remains a public health challenge in Canada.
To mark National Drowning Prevention Week (NDPW) — observed from July 20 to 26, 2025 — the Quebec branch of the Lifesaving Society (Société de sauvetage) launched a powerful initiative, raising awareness about the devastating consequences of not wearing a personal flotation device (PFD) while venturing into an aquatic environment. Teaming up with the LG2 agency, the non-profit organization found an impactful way to warn people about the risks they expose themselves to when choosing not to wear a PFD while entering water.
Titled “Ghost Jackets,” the campaign serves not only as a powerful reminder to wear a life vest during water activities, but it also pays a beautiful tribute to the ones who lost their lives. By sharing their stories, the Lifesaving Society honors them, hoping these stories will contribute to protecting others. Installed near actual drowning sites where people died because they did not wear a PFD, the Ghost Jackets are real, life-saving devices carrying a strong message: bearing the name of the victims and the date of their passing, the vests hold a silent but poignant reminder of the ones who lost their lives.
Complementing the initiative is a one-minute-long video, which aired on TV and digital platforms. Narrated by Roxanne Girouard, mom of drowning victim Alexandre Levasseur whose life tragically ended in 2021, the spot addresses boaters, pleading them to be responsible and wear their life jackets. Alexandre’s vest was donated by the family, thus becoming part of the initiative.
“Each year, in Quebec, 70% of drowning victims in boating activities were not wearing their PFD or were wearing it incorrectly. It is essential to continue raising awareness. Through Roxanne’s poignant story, we hope to touch hearts and ultimately save lives. The message is simple: wear your life jacket. Underestimating the risks is never worth it,” commented Raynald Hawkins, Executive Director of the Lifesaving Society.
Frédéric Tremblay, Creative Director at LG2, added: “We wanted to create a symbol that would leave a lasting impact. There is no stronger reminder to wear your life jacket than seeing a ghost jacket right before launching your boat. Raising awareness is challenging, and our approach was to evoke empathy without being moralistic. We wanted the public to connect with a real consequence so that the safety message would naturally take hold.”
Besides being exhibited at drowning sites, the Ghost Jackets can be observed in outdoor stores as well, thanks to a collaboration with Canadian Tire. Strategically placed in-store, the jackets are developed to prompt shoppers to think about their safety before making a purchase. Available on online retail platforms — including Latulippe, SAIL, and Altitude Sports — the Ghost Jackets came to life as a way of communicating the crucial-to-surviving meaning of a PFD while exploring the waters.
CREDITS
Brand: Lifesaving Society (Société de sauvetage)
Agency: LG2
