A sad scene for water safety campaign

Taxi tries a hard hitting approach for Lifesaving Society of BC

Visitors to Vancouver’s Kitsilano beach Saturday likely saw artist David Billings working on another of his sand sculptures, but may have been a bit taken aback by the image he crafted – a mother cradling her dead child.

The guerrilla stunt by Taxi Vancouver was to bring attention to National Drowning Prevention Week (July 16-23). A sign next to the sculpture said “the beach isn’t all fun and games. Educate yourself on water safety.”

Dale Miller, branch executive director of the Lifesaving Society of BC, said it’s important to hit people hard with a water safety message.

“It’s hard to measure whether [this sculpture] will change behavior, but it certainly will make people stop and think,” Miller said. “And if even just that has them paying more attention to safety around the water, then it’s been successful.”

The sand sculpture follows last year’s campaign where Taxi placed kickboards on the beach to look like gravestones. The serious tone seems to be making an impact. Miller said that a recently released national report showed drowning deaths were down by 12% in B.C. over a five year period, whereas Ontario and Alberta had both seen an increase.

The total cost for the project was $2,500, said Miller. Taxi did the work pro bono.

Brands Articles

Saputo sells its bakery division to Canada Bread for $120 million

Deal in line with company's plans to become more competitive in new food categories

Why employee engagement needs to top the CMO’s agenda in 2015

And, how it will enhance competitiveness/profitability

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities