MDA
How the roadside cross helped
reduce drownings by 12%
When people die in road accidents, we grieve over them by placing crosses
and flowers at the site. We used this cultural symbol and applied it to drowning
– warning river, pool and beach-goers of the danger in familiar waters.
The campaign helped reduce drownings in adults by 12% – well under the
10-year average – and reduce the number of infant deaths by 100%.