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

Pepsi eliminating aspartame from its flagship diet pop

Decision in response to customer feedback

Holt Renfrew expanding its downtown Vancouver store

Retailer ups its game as competition heats up in the luxury goods market

How Apple defines ‘available’ (Column)

Apple Watch pre-orders delayed until June

Struggling Sears partners with ‘The Great One’ on fashion line

As competitors up their fashion game, Sears partners with a retired NHL star

Who’s ready for the Apple Watch?

A look at the Canadian brands that couldn't wait to get on consumers' wrists

General Mills selects Hunter Straker as design AOR

Account win follows the Hunter Straker-assisted launch of Old El Paso Restaurante

BMO emphasizes its human touch

Online video brings brand promise to life

Paradigm to steer communications for UK’s Ingenie

Car insurance company looking to build brand awareness in Canada

Procter & Gamble’s 3Q revenue weighed down by strong dollar

Sales decline in beauty and personal care, and feminine and family care segments