Context

From 2019–2022, New York City dealt with a lifeguard shortage that cast a shadow of uncertainty over the safety of its iconic beaches and pools. The shortage was a national crisis, but was especially daunting in New York City because of the demanding lifeguard exam required for certification. To drive exam registrations, and I partnered with NYC Parks to create an out of home campaign.

Research

Our approach began with pinpointing the New Yorkers who could become great lifeguards. We conducted a focus group with first-year lifeguards to get a sense of their experiences. A common idea we heard again and again was that lifeguards felt motivated by challenges. Many lifeguards described themselves as people who sought out challenges and adventures—especially athletic ones. 

“I would get bored if the job wasn’t so tough. Lifeguarding has shown me that I can do more than I thought I could do. As grueling as it is, I think its great.”

— First Year Lifeguard

Strategy

We tailored our campaign to resonate with athletes, fitness professionals, and those accustomed to tough training, like veterans and firefighters. Our messaging spoke directly to the daring New Yorkers who could ace the lifeguard exam.

Design

Opting for a photography-based campaign, we showcased real lifeguards in familiar New York City parks, with a focus on Rockaway Beach in Queens. We carefully planned a photoshoot that captured the physical prowess and athleticism demanded by lifeguarding.

The campaign's narrative, meanwhile, accentuated the mental fortitude required for the role. Our overarching objective was clear—depict lifeguarding heroically and inspire individuals to envision themselves in this vital role.

Impact

2,000+

49%