Agency Network: 
June 2021


With the introduction of new recreational cannabis laws in 2018, the Lifesaving Society recognized the importance of targeting the 18- to- 24-year-old segment specifically in order to educate them on the risks of mixing drug use and fun on the water. “To avoid repeating last summer’s high death toll and given that alcohol and drugs are the cause of more than one-third of drownings in Quebec each year, we had to target young people and their consumption habits on the water,” explained Raynald Hawkins, General Manager of the Lifesaving Society.

The Lifesaving Society is a not-for-profit organization whose mission is to help prevent drownings and other water-related traumas through the promotion of safe practices while enjoying water sports.

Film advertisement created by Lg2, Canada for The Lifesaving Society, within the category: Public Interest, NGO.

Advertising Agency: lg2, Montreal, Canada
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