RLSS UK campaign returns to help operators promote water safety and connect with communities
Swimming pools and leisure centres across the UK and Ireland are gearing up for Drowning Prevention Week 2025, the Royal Life Saving Society UK’s (RLSS UK) flagship annual campaign aimed at promoting water safety to reduce accidental drownings.
The campaign, which runs from 14-21 June 2025, is not only an important public health initiative but also a unique opportunity for pool operators to improve their visibility in the community, attract new users and drive footfall to the centres.
“Drowning Prevention Week allows leisure and pool operators to do more than teach swimming, it’s about saving lives. Every year, we are inspired by the creativity of operators as they engage with communities to educate children and families about water safety.”
The campaign sees operators engage with local schools, youth groups and community organisations to host competitions and events, run talks and workshops, offer free taster sessions, host water safety demonstrations with the emergency services and much more.
“By participating in Drowning Prevention Week, operators can promote their facilities and programmes while meeting their Corporate Social Responsibility objectives and demonstrating their commitment to water safety in their community.”
Water safety is vital all year round, but as summer approaches and youngsters spend more time outdoors, giving children and their families the skills to enjoy water safely becomes even more critical.
The popular campaign is strategically timed to take place before the school summer holidays – RLSS UK statistics show that 71% of UK child drownings occur between May and August, whilst 84% of open water child drownings take place inland, in places such as rivers and lakes.*
GLL, a long-term supporter of the campaign, conducted research to mark last year’s Drowning Prevention Week. The survey found that 71% of parents fear their children might drown abroad, while 42% were “very concerned” about the risk of drowning on a family holiday. The UK’s largest public swimming pool operator reached more than 200,000 children with water safety education through its learn to swim lessons last year, demonstrating the powerful impact of leisure operators on public safety.
“For GLL, Drowning Prevention Week is embedded within our social enterprise ethos of making a difference in the communities we work in. Our mission is to ensure everyone in our communities has opportunity to learn how to swim and become safe in and around water.”
“We use Drowning Prevention Week as an opportunity to get into schools and deliver water safety assemblies ahead of the summer holidays. In addition, all our swimming lessons during that week have a water safety focus. Last year, over 220,000 pupils received a Water Safety lesson as part of Drowning Prevention Week, and this year, we look to continue the work in 140 pools, lidos, and open water swimming venues across 60 local authorities in the UK.”
Each year, RLSS UK develops a host of free resources to help operators maximise the impact of the campaign as they engage with local schools, youth groups and community organisations. From flashcards, stickers and water safety games to printable and digital marketing materials, these resources helped to educate an estimated 1.25 million children about water safety in 2024.
With the latest research showing that the number of child drowning deaths has doubled over the last four years in England* alone, Drowning Prevention Week plays a vital role in giving youngsters the skills and knowledge they need to stay safe around water. Get involved today.
*National Child Mortality Database (NCMD).
