NSLC and the Lifesaving Society Partner for Water Safety

The Nova Scotia Liquor Corporation (NSLC) and the Nova Scotia Lifesaving Society launched the first joint Summer Water Safety Campaign today, June 30.

The purpose of this campaign is to make people aware of the potential dangers of consuming alcohol while enjoying water activities and to encourage them to drink responsibly.

"We want Nova Scotians and all visitors to the province to understand the risks and remind them to make responsible decisions. Hopefully, we can help make the summer safer and more enjoyable for everyone," said Ken Barbet, president and CEO, NSLC. "Partnering with the premier organization in Nova Scotia responsible for water safety ensures that we are delivering an effective message to NSLC consumers."

The campaign consists of NSLC in-store advertising, radio advertisements, outdoor billboards, and print advertisements.

With the support of the Lifesaving Society the NSLC has arranged to display campaign posters on lifeguard stands across the province. The campaign reflects the consequences of mixing alcohol with water activity, adding shock value with a creative twist.

"Our national drowning research identifies trends in water-related injuries, many of which are preventable. The NSLC has taken a very proactive position on raising awareness and providing public education on the dangers of mixing alcohol with water related activities," said John Strickey, executive director, Nova Scotia Lifesaving Society. "This campaign can save lives this summer; awareness and education are the first steps toward this goal."

Drowning is the third leading cause of unintentional deaths in Canada among people under the age of 60 and alcohol is involved in 44 per cent of preventable water-related deaths in the 18–49 age group.

For more information about the campaign visit the website at www.thenslc.com or www.lifesavingsociety.ns.ca .

The Lifesaving Society is a national volunteer organization and registered charity, composed of tens of thousands of individual members and more than 2,000 affiliated aquatic facilities, municipalities, waterfronts and schools. Established in England in 1891, the Lifesaving Society serves all Canadians by providing information and skills that promote safety in, on and around water. The Lifesaving Society is the Canadian authority in aquatic lifesaving education and in lifeguarding. The society is a leader, and a partner, in the delivery of water safety education.

The Nova Scotia Liquor Corporation generates almost a half-a-billion dollars of revenue a year returning in excess of $170 million profit annually to the province. It employs more than 1,300 Nova Scotians, offering 3,000 products from around the globe through 108 retail and 19 agency stores across the province.