Institute Launches WHO-Inspired Campaign with Free Educational Resources, Original Song, and Nationwide Mobilization to Raise Awareness and Strengthen Water Safety Culture

More than 300,000 people die from drowning every year worldwide—approximately 30 lives lost every hour. Nearly one-quarter of these victims are children under the age of five, and globally, drowning remains one of the ten leading causes of death among children aged 5 to 14.

To address this reality, the World Health Organization (WHO) has adopted "Together We Can Turn the Tide" as the theme for World Drowning Prevention Day 2026, observed on July 25. The campaign calls on governments, organizations, professionals, and communities to work together toward an ambitious goal: reducing drowning deaths by 35% by 2035.

This initiative reinforces a landmark decision by the United Nations General Assembly, which in 2021 recognized drowning prevention as a global public health priority and officially established World Drowning Prevention Day. Since 2000, the global drowning mortality rate has declined by approximately 38%, demonstrating that prevention efforts are effective. However, millions of people remain exposed to preventable risks, particularly in low- and middle-income countries, where more than 90% of drowning deaths occur in rivers, lakes, reservoirs, wells, and swimming pools.

The Brazilian Challenge

In Brazil, the situation remains concerning. According to data from the Ministry of Health compiled in the Brazil Drowning Report, published by SOBRASA (the Brazilian Lifesaving Society), 16 Brazilians lose their lives to drowning every day—equivalent to one death every 90 minutes.

Approximately 5,740 people drown each year in Brazil. Drowning is the second leading cause of death among children aged 1 to 4, the third leading cause among children aged 5 to 10, and the fourth leading cause among young people aged 11 to 24. Alcohol consumption is involved in at least 15% of fatal drowning incidents, while approximately 31% of drownings occur during the summer months, when participation in aquatic activities is at its highest.

National Campaign Mobilizes Swim Schools Across Brazil

As part of the global movement, the Institute of Infant Swimming (INATI) has launched a nationwide campaign featuring the beloved characters from Turma do Tokinha, aligned with the WHO's call to action, "Together We Can Turn the Tide."

The campaign offers free educational resources, including social media content, videos, digital graphics, and an original song created especially for the occasion. These materials encourage swim schools, aquatic fitness centers, instructors, and other aquatic professionals to promote drowning prevention awareness among their students and families.

All campaign materials are available free of charge through the Institute's official Instagram account (@inati.brasil), expanding the reach of the message and encouraging every aquatic professional to become an active advocate for drowning prevention.

"Preventing drowning requires the commitment of society as a whole. Swim schools play a strategic role because they interact with thousands of families every day and have the opportunity to transform information into life-saving behavior," INATI emphasizes.

A Long-Term Commitment to Water Safety

INATI's commitment to drowning prevention extends well beyond World Drowning Prevention Day. Since 2012, the Institute has conceived and coordinated Brazil's National Water Safety Month, held annually in November, bringing together professionals, public and private institutions, and communities in a nationwide effort to promote drowning prevention.

The significance of this work was formally recognized in 2025 with the enactment of Federal Law No. 15,258, which officially established National Water Safety Month in Brazil's national calendar. The legislation represents an important public awareness policy and acknowledges the Institute's longstanding efforts, carried out in collaboration with the National Congress, to advance water safety across the country.

Rafaele Madormo

Executive Director

INATI – Institute of Infant Swimming

Sandra Rossi Madormo

Technical and Content Director

INATI – Institute of Infant Swimming