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The shock of falling into cold water is frightening. And because, our natural reaction is to swim our way out of trouble, this extra exertion can be fatal. Counterintuitively, you should float, not swim - until your body can adjust to the cold water.
The solution? A single-minded TV, print and online campaign with this one clear message - 'Don't swim, float'.
The result? 21 lives saved as a direct result of them seeing one of our ads. And counting.