Ensuring all New Yorkers feel safe at the beach
Media Planning + Buying
In the summer of 2024, New York City tied its record for drownings, with more than 7.4 million people visiting the city’s beaches. As rip currents grow stronger and more frequent, driven by rising sea levels and the expansion of human-made coastal structures like jetties and groins, the urgency for water safety education has become critical.
For many New Yorkers, drowning isn’t only a risk. These patterns of incidents reflect long-standing, generational gaps in access to water safety resources. Communities disproportionately impacted by these inequities often lack the information, training, and infrastructure that can prevent tragedy and promote joyful, safe beach experiences.
F.Y. Eye supported Rising Tide Effect in launching the Water Wise public safety education campaign, designed to deliver clear and accessible water safety information to New York City, focused in communities with inequitable access to water safety education that are disproportionately affected by local drownings.
With a timely launch on Memorial Day to educate the public ahead of the summer beach season, F.Y. Eye developed a media plan that would reach every community through ads on subway platforms, bus sides, NYC ferries, and digitally on social media, ensuring access to life-saving information at their convenience.
The Water Wise campaign delivered over 24 million impressions through nearly 400 ad placements across New York City. It also drove strong digital engagement, directing thousands of viewers to Rising Tide Effect’s online water safety resources and raising awareness in neighborhoods where this knowledge is most needed.
The campaign was featured in a segment on Spectrum News NY1.
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