July 24, 2008 Ottawa, ON. - 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: Learn to Swim, Bronze Medallion, Bronze Cross, National Lifeguard Service, 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 Examination for Bronze Medallion fee is set at $0.75.

• 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.

• 2001 – The Lifesaving Society defines the Swim to Survive standard. It influenced programming and Water Smart® education messages across Canada and has also had an impact internationally.

• 2007 – The Lifesaving Society established Lifesaving/Savauvetage Canada (LSC) as Canada’s National Sport Organization for lifesaving sport. LSC is recognized by the International Lifesaving Federation, the Commonwealth Games 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.

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”

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.

Contact:

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