Speedo has launched Swim Generation – a global initiative that aims to help contribute to the reduction of accidental drowning worldwide, striving towards a world where everyone everywhere has the right to be able to swim. In development by Speedo International since 2011, Swim Generation supports life-saving projects around the world and has enabled partner organizations to already reach over 600,000 people.

The 2014 Global Report on Drowning from the World Health Organization highlights drowning as a global emergency. Statistics demonstrate that drowning is the third leading cause of accidental death worldwide, with at least 372,000 people losing their lives to drowning every year.

Through Swim Generation, Speedo hopes to inspire everyone, everywhere to look out for each other in, on and near water helping to keep themselves and others safe. Not enough people understand the dangers and risks associated with water. Raising awareness and providing people with skills and knowledge is critical to have a lasting impact on drowning prevention.

Rob Brown, head of governance and corporate responsibility at Speedo International said, “Swim Generation underpins the values of Speedo, our purpose of inspiring more people to swim and our passion to ensure that everyone can enjoy the freedom of being in water.”

“We believe that the number of unintentional drowning deaths each year globally, particularly these numbers among young people, is unacceptable. The great news is that the majority of the accidents can be prevented. That’s why we’ve made our commitment to work closely with some of the world’s most prominent water safety experts and lifesaving organizations, helping to save thousands of lives across the world.”

“Acting as a call to action, we hope that Swim Generation will have a ripple effect inspiring people everywhere to help make a difference, whether that be teaching someone basic swimming and swim survival skills or broadcasting water safety messages, spreading important life saving knowledge far and wide,” Brown said.

Photo courtesy Speedo