Hasbro, a global branded entertainment leader, and its iconic pre-school brand PJ MASKS, is teaming up with Swim Australia for a second year to support SwimSAFER week, aiming to inspire young children and parents on the importance of swim safety. PJ MASKS heroes Catboy, Owlette and Gekko, along with Olympian Giaan Rooney, will help children ‘power up’ their swimming.

The SWIMSAFER Report commissioned by Swim Australia, as part of the annual SWIMSAFER Week, discovered over half of parents (56%) were unsure if their child could get themselves to safety in a water emergency and over a third (35%) of parents were not confident of their own swimming skills in an emergency water situation. Concerningly, only 23% of parents believe their child is a capable swimmer.

With 43% of kids not being enrolled in swimming lessons and 45% of parents having no plans of enrolling their kids in swimming lessons, Aussie kids are not learning the vital skills they need to protect themselves this summer.

“With drownings increasing by 15% compared to last year and 24% compared to the ten-year average, swimming lessons should be a non-negotiable and a priority before other physical activities. It is the only sport that could help a child save their own life,” says Swim Australia CEO, Brendon Ward.

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Supporting the SWIMSAFER Week campaign is Olympian Giaan Rooney who is passionate about helping more families understand why learning to swim is so important. With many parents believing misconceptions about their children being too old or young for swimming lessons, Giaan hopes to raise awareness that learning to swim takes several years for kids to master and is an essential lifelong skill.

“It is vital for parents in Australia to ensure their children have the appropriate knowledge and confidence to be safe around water and be equipped with the skills to help them in an emergency,” says Giaan.

“The PJ Masks involvement last year in SWIMSAFER Week saw an uptake of lessons and engagement from families, and it is great to see the brand once again inspiring the next generation of swimmers to be safer in the water. Not only do swimming lessons teach kids water safety skills, but they also help with their cognitive development and social skills.”

Keep Aussie kids safe while making a splash by donating or applying for the program at www.swimsafer.org.au

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