Lifesaving Society marks 100 years of saving lives During National Drowning Prevention Week

Ottawa , July 24, 2008 – When the Lifesaving Society , Canada 's lifeguarding experts, opened their first office in Toronto in 1908, Arthur Cochrane (along with John Crocker, Arthur Hardy, Arnold Morphy) could not have fully envisioned the significance and impact that bringing lifesaving skills to Canada would have on the future of Canadians. The first class of graduates consisted of just eighteen students, with each being awarded the now highly recognized Bronze Medallion (the first award created by the Society) – a far cry from the millions who have subsequently gone on to earn the distinction since then.

The dedication demonstrated by these enterprising pioneers lives on as the Lifesaving Society prepares to mark 100 years of saving lives in Canada during National Drowning Prevention Week ( July 19 – 27, 2008 ).

Today, the Lifesaving Society is a dynamic, rapidly growing, National, volunteer based organization and registered charity who (in conjunction with their provincial branches, countless volunteers and over 2000 affiliates) continue to advance their drowning prevention mandate via a combination of National Drowning Prevention Week initiatives, public education, key messaging and program offerings including: Bronze Medallion, National Lifeguard Service, Bronze Cross, Learn to Swim, Lifesaving Sport and the popular Water Smart® program .

Over the last 100 years the Lifesaving Society has issued close to 7 million awards to Canadians.

In 2008 alone the Lifesaving Society will provide training and certification to over 500,000 nationally.

Significant Lifesaving Society milestones include:

1908 The introduction of the Bronze Medallion award as the symbol of aquatic lifesaving training for all Canadians.
1945 Lifesaving Society introduces Bronze Cross.
1964 The establishment of the National Lifeguard Service award, later to be the single recognized standard for lifeguarding across Canada .
1992 The establishment of a program of Drowning Research , the results of which drive the Water Smart messaging.
1999 Lifesaving Society launches the new Boat Operator Accredited Training (BOAT)™ program, accredited by Canadian Coast Guard under new federal government regulations.
2007 The Lifesaving Society establishes Lifesaving Sport , Canada 's National Sport Organization for lifesaving competitions, sanctioned by the International Lifesaving Federation and the International Olympic Committee.

In recognition of the achievements of the Lifesaving Society, Canada Post will honor the Lifesaving Society with the release of a 52-cent domestic (Canadian) stamp on July 25, 2008. The 2.25 million stamps being produced will be available at all Canada Post outlets and will be sold in booklets of 10. The Official First Day Covers (OFDC) will also be available.

About the Lifesaving Society:

The Lifesaving Society, Canada 's lifeguarding experts for the past 100 years, is a national, volunteer organization and registered charity whose mandate is drowning prevention. The Society's programs include: Learn to Swim, Lifesaving, Lifesaving Sport, Water Smart® Public Education, Research, First Aid and Boating. The Lifesaving Society remains the leader in lifeguard training, and in 2008 will provide training and certification to over 500,000 nationally.

About National Drowning Prevention Week

National Drowning Prevention Week is an annual, public education and drowning prevention initiative of the Lifesaving Society with the goal of reducing the number of water related fatalities and near drowning incidents through the promotion of key water safe messages, including:

Monday July 21, 2008 “400+ Drowning Deaths a Year Still Too Many”

Tuesday July 22, 2008 “Children Among Those At Greatest Risk of Drowning”

Wednesday July 23, 2008 “Alcohol and Water a Potentially Deadly Combination”

Thursday July 24, 2008 “Lifesaving Society Celebrates 100 Years of Saving Lives”

Friday July 25, 2008 “ Canada Post Releases Stamp Honoring Lifesaving Society”

To arrange an interview, please contact:

Mr. Simon Rolfe, Manager of In-house Marketing Projects

Lifesaving Society National Office

287 McArthur Avenue

Ottawa , ON . K1L 6P3

Tel: (613) 746-5694 ext 27

e-mail: srolfe@lifesaving.ca or visit www.lifesaving.ca

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