This PSA is part of Rising Tide Effect’s broader Water Wise public safety education campaign, created to prevent drownings by delivering clear, accessible, and lifesaving information.

This PSA focuses on rip currents—one of the leading causes of drowning deaths at ocean beaches. In the summer of 2024, New York City tied its record for drownings. With over 7.4 million people visiting city beaches, the need for public awareness has never been more urgent. The strength and impact of rip currents are increasing due to rising sea levels and the growing presence of human-made coastal structures like jetties and groins. These structures disrupt the natural flow of water, creating strong, narrow currents that pull swimmers away from shore—often forming in the same locations again and again.

The PSA’s message is simple: Don’t panic. Float, raise your hand to signal for help, and ride it out.

The Water Wise campaign is intentionally focused on communities at highest risk—those disproportionately affected by drownings and most impacted by inequitable access to water safety education. For many, drowning isn’t just a danger—it’s the result of generational gaps in access and opportunity. This campaign aims not just to inform, but to save lives.