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Web Film/Experiential
Lifesaving Society: Ghost Jackets
In honour of National Drowning Prevention Week (NDPW), the Quebec division of the Lifesaving Society has collaborated with LG2 to launch a new awareness campaign. To increase mindfulness among boaters about the consequences of not wearing a personal flotation device (PFD), the initiative features a powerful commemorative symbol: Ghost Jackets. These PFDs were painted white and installed in locations where drownings have occurred as a tribute to victims. They act as an emotional and concrete reminder that the simple gesture of wearing a lifejacket can make all the difference. In addition to the Ghost Jackets, the campaign includes a 60-second television and online message that tells the story of Roxanne Girouard, the mother of Alexandre Levasseur, who drowned in 2021. Alexandre’s lifejacket was kindly donated by his family for the initiative. In addition to being hung up near bodies of water throughout the province, Ghost Jackets are part of a publicity stunt in collaboration with Canadian Tire, which will feature the jackets in-store to raise consumer awareness at the point of purchase. The lifejackets can also be found on the online sales platforms of several outdoor retailers, including Latulippe, SAIL and Altitude Sports, as a reminder that purchasing a PFD is essential for boating safety.
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