In a powerful initiative for National Drowning Prevention Week, the Québec Lifesaving Society, in partnership with creative agency LG2, has launched an impactful campaign titled “Ghost vests”. The objective is clear: to remind the public of the life-saving importance of wearing a personal flotation device (PFD).
Throughout Québec, haunting white life jackets have been installed near locations where real drownings occurred, transforming these spaces into silent memorials. Each white vest stands as a grim reminder of a life lost, making it impossible for passersby to remain indifferent.
According to the campaign, 70% of individuals who drown during water activities were not wearing a life jacket or were wearing it improperly. Each “ghost vest” symbolizes a tragedy that could have been prevented, representing the absence of a life that could have been saved.
Personal stories behind the campaign
At the heart of the campaign is a poignant 60-second video narrated by Roxanne Girouard, mother of Alexandre Levasseur, who drowned in 2021. The family donated their late son’s life vest to the campaign, turning a simple safety device into a powerful tribute. This emotional gesture helps transform public perception, associating life jackets not just with safety, but with remembrance.
A multi-channel approach to awareness
The campaign goes beyond public installations. “Ghost vests” have been placed inside Canadian Tire stores, directly next to life jackets for sale—creating a stark moment of reflection precisely where decisions are made. The initiative extends online as well, with reminders displayed on popular outdoor retailers’ websites such as Latulippe, Sail, and Altitude Sports, reinforcing the idea that purchasing a life jacket is not optional—it’s essential.
Moving away from guilt, focusing on empathy
“We wanted to create a strong symbol, one that would last,” explains Frédéric Tremblay, creative director at LG2. Instead of resorting to guilt or moralizing tones, the campaign relies on emotional resonance and personal projection. By encountering a ghost vest before setting sail, individuals are confronted with the devastating reality of drowning—before it becomes personal.
The strategy is simple but effective: foster empathy to drive behavior change, allowing the message to resonate deeply without judgment.
Institutional backing for greater impact
The campaign has received the support of Transport Canada, a longstanding partner of the Québec Lifesaving Society. This collaboration ensures the campaign remains anchored in real data and credible safety practices, bolstering its educational reach.
With its evocative message and emotionally charged visuals, “Ghost vests” stands out as a meaningful reminder that life jackets are more than safety gear—they are lifesaving choices.
