A Powerful Symbol to Remind You of the Importance of Wearing a Life Jacket
As part of National Drowning Prevention Week (NDPW), the Lifesaving Society (Quebec Division), in partnership with LG2, is launching a powerful new awareness campaign. The goal is to raise awareness among boaters about the serious consequences of not wearing a personal flotation device (PFD). This year, a strong symbol has been created: ghost jackets.
The ghost jackets are PFDs painted white and placed near locations where actual drownings have occurred. These jackets serve as tributes to the victims and poignantly remind us that a simple act – wearing your life jacket – can save a life. By honoring those who have passed, this symbolic installation highlights the importance of safety in aquatic environments.
The campaign message is also conveyed through a 60-second video, airing on television and digital platforms. The video is narrated by Roxanne Girouard, mother of Alexandre Levasseur, a drowning victim in 2021. Her personal story, deeply emotional, calls on every boater to take responsibility. Alexandre’s life jacket was graciously donated by his family for the initiative.
Raynald Hawkins, Executive Director of the Lifesaving Society, states: “Each year, in Quebec, 70% of drowning victims in boating activities were not wearing their PFD or were wearing it incorrectly. It is essential to continue raising awareness. Through Roxanne’s poignant story, we hope to touch hearts and ultimately save lives. The message is simple: wear your life jacket. Underestimating the risks is never worth it.”
Concrete Action for Awareness
In addition to being displayed near bodies of water across the province, the ghost jackets are also visible in outdoor stores, thanks to a collaboration with Canadian Tire. Ghost jackets have been placed in-store to encourage shoppers to think about safety before making a purchase. The jackets are also available on online retail platforms from several outdoor brands, including Latulippe, SAIL, and Altitude Sports, to remind consumers that purchasing a PFD is essential for boating safety.
Frédéric Tremblay, Creative Director at LG2, adds: “We wanted to create a symbol that would leave a lasting impact. There is no stronger reminder to wear your life jacket than seeing a ghost jacket right before launching your boat. Raising awareness is challenging, and our approach was to evoke empathy without being moralistic. We wanted the public to connect with a real consequence so that the safety message would naturally take hold.”
An Essential Partnership
The 2025 campaign is made possible by the valuable support of Transport Canada, a partner of the Lifesaving Society. Their expertise in boating safety has been crucial in implementing this initiative. The Lifesaving Society extends its sincere thanks to Transport Canada for its essential support in raising awareness among boaters.
Together, let’s take action for boating safety.
Wear your life jacket and save lives.
Would you like to pay tribute to a loved one who passed away due to drowning in a natural setting? Contact us.