In Norway, last year, more people died from drowning than from road traffic accidents. This statistic highlights the urgent need to tackle drowning with the same seriousness, strategy, and cross-sector collaboration that has made Norwegian roads among the safest in the world.

On 25 July, as countries around the world observe World Drowning Prevention Day, the Norwegian Society for Sea Rescue (Redningsselskapet – RS), along with Flyte, Norway’s national drowning prevention alliance, is proud to join this global movement for the third consecutive year. Their shared goal is clear: to prevent unnecessary deaths, promote a culture of safety, and ensure that water competence and preparedness are accessible to all.

The 2025 campaign focuses on lifejacket safety, an essential yet often overlooked aspect of drowning prevention. Inflatable lifejackets can save lives, but only when worn correctly and properly maintained. Many users remain unaware that these devices require regular checks, and improper use can compromise their effectiveness. Alarmingly, only three in ten individuals who drown from recreational boating in Norway are wearing any form of flotation. RS’s message to the public is direct and powerful: “Check your lifejacket. Wear it. It could save your life.”

This message will be amplified through a major awareness event in Oslo, supported by approximately 30 local activities along Norway’s extensive coastline. These events bring together RS rescue crews, local volunteers, and community leaders to engage directly with the public. Through targeted media campaigns and a robust social media presence, the initiative aims to reach those most at risk and make critical safety information both visible and actionable.

The campaign is also an opportunity to reflect and remember. In 2024, 95 people drowned in Norway. Each of these deaths represents a profound loss and a call to take further action.

“We pay tribute to their memory, acknowledge the families left behind, and strive to prevent others from suffering the same fate. July is the peak month for drownings, making this effort particularly timely,” said Tanja Krangnes, Head of Drowning Prevention at RS.

Norway encounters specific challenges in drowning prevention. An ageing population, increasing tourism, and disparities in swimming education, particularly among young people from minority backgrounds, demand targeted, inclusive interventions.

“Familiarity with the sea often leads to overconfidence. Many underestimate the danger of cold-water shock, even in summer. Risks like night-time swimming and fishing alone increase vulnerability, and one of the most harmful myths we confront is that drowning is loud and dramatic. In truth, it is silent and fast and therefore, prevention begins with awareness,” adds Tanja.

While rescue remains central to RS’s mission, long-term safety relies on education. Since 2022, the RS Trygg i vann (safe in water) programme has provided lifesaving training to nearly 50,000 young people aged between 11 and 16. Combining outdoor practical training with interactive e-learning, the programme equips students with essential real-world safety skills.

“This year, we also launched Trygg Fisker (safe fisherman), using social media and community storytelling to promote water safety among the professional and commercial fishing fleet. These initiatives complement our 24/7 emergency response services, ensuring that prevention and preparedness go hand in hand,” says Tanja.

Norway’s progress has also been made possible through national collaboration. In 2021, RS took the initiative to start the Flyte alliance, now comprising more than 20 organisations from NGOs, academia, and the private sector. The alliance has played a key role in securing a national zero-vision for drowning in 2023, followed by Norway’s first government-backed drowning prevention action plans in 2025.

“We are currently focused on expanding Trygg i vann, scaling outreach to older adults, and enhancing the integration of water safety into municipal planning. The future lies in systems-based solutions, where education, healthcare, emergency services, and urban design all contribute to saving lives.”

As climate change increases the frequency of extreme weather events, ice-free winters, and unpredictable water conditions, water safety must be integrated into climate adaptation strategies. This is not merely a Norwegian concern; it is a global public health issue.

“We urge the international community to make drowning prevention a priority in disaster risk and health strategies, boost funding, and enhance global data sharing. Organisations like the IMRF play a vital role in bridging life-saving knowledge across borders. Together, we can prevent any loss of life due to inadequate planning, information, or action,” Tanja concludes.

For updated drowning statistics in Norway, visit rs.no/drukning.