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Marketing Drowning Prevention Effectively National Drowning Prevention Alliance Symposium San Diego, California March 7-9, 2012

(Slide 1 - bold with Jabari blue/text font) Marketing Drowning Prevention Effectively. (Slide 2 - Jabari blue and font - all three statistics) One child drowns every minute. In general, children under 5 years of age have the highest drowning mortality rates worldwide (Source: WHO). Drowning is the leading cause of of accidental death among children ages 1-4 (Source: SafeKids). (Slide 3 - picture only, something evocative of beginning a journey, Jabari in a safari hat with a map and backpack? - can you put a safari hat on one of the .pdfs you have?) (Slide 4 - (Have Jabari with safari hat in corner motioning to text) Marketing is the set of human activities directed at facilitating and consummating exchanges. (Kotler 1967) (Slide 5 - Jabari and hat with words: Social marketing is the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioral goals, for a social good. (French and Blair-Stevens, 2007) ) (Slide 6 - Jabari with words under bullet points: - Social good - Behavior - Harnessing power of marketing (in all its forms); and - The importance of target audience- or customer-defined value (French, et al., 2010) (Slide 7 - We can use market forces to positively change behavior for social good.)

(Slide 8) Care of Self 1. Learn swimming and water survival skills. 2. Always swim with others. 3. Obey all safety signs and warning flags. 4. Never go in the water after drinking alcohol. 5. Know how and when to use a life jacket.

6. Swim in areas with a lifeguard. 7. Know the weather and water conditions before getting in the water. 8. Always enter shallow and unknown water feet first. (Slide 9) Care of Others 1. Help and encourage others, especially children, to learn swimming and water safety survival skills. 2. Swim in areas with lifeguards. 3. Set water safety rules. 4. Always provide close and constant attention to children you are supervising in or near water. 5. Know how and when to use a life jacket, especially with children and weak swimmers. 6. Learn first aid and CPR. 7. Learn safe ways of rescuing other without putting yourself in danger. 8. Obey all safety signs and warning flags. (Slide 10) Key Components - Global Strategy - Local Solutions - Global Symbol - Marketing Campaign (Slide 11 - sign with Do NOT..... - can you find one of do nots at a beach? Im looking, will try to have one to you in a day or two) (Slide 12 - photo with Sam/Tom in Hawaii) (Slide 13) 1. Tell people what to do. 2. Motivate people to do the right thing. 3. Make it easy to do the right thing. (Slide 14) Be directive. Be descriptive. Use 3 words. (Slide 15) Teach. Watch. Protect. (Slide 16)

(show Nike swoosh, McDonalds arches, Apple, Starbucks symbols - with by each please)

(Slide 17 - show Olympic rings and red AIDS ribbon symbols) (Slide 18 - Jabari in lifering from book cover) (Slide 19 - One child drowns every minute ) (Slide 20 - Make the Minute Matter. ) (Slide 21 - Goal: Lasting, internalized behavioral change) (Slide 22 (same as slide 6) Jabari with words under bullet points: - Social good - Behavior - Harnessing power of marketing (in all its forms); and - The importance of target audience- or customer-defined value (French, et al., 2010) (Slide 23, same as slide 10) Key Components - Global Strategy - Local Solutions - Global Symbol - Marketing Campaign (Slide 24, same as slide 13) 1. Tell people what to do. 2. Motivate people to do the right thing. 3. Make it easy to do the right thing. (Slide 25, same as slide 14) Be directive. Be descriptive. Use 3 words. (Slide 26 Rebecca Wear Robinson www.RebeccaWearRobinson.com www.jabariofthewater.com Twitter: RebeccaSaveKids and JabariWater