From education to employment

#BeaLifesaver campaign launched to increase leisure sector workforce diversity

#BeaLifesaver campaign re-positions the role of a lifeguard as a lifesaver, as the Royal Life Saving Society UK (RLSS UK) seeks to attract a more diverse workforce to the role.

Turn the day-to-day into save the day.

Across the country, as leisure operators still struggle with recruiting lifeguards in certain regions, the innovative and inclusive #BeaLifesaver campaign, aims to address this issue with a new visual identity, designed to attract members of the public to the role, who might not have previously considered it as an option.


Jo Talbot, Director of RLSS UK and IQL UK Qualifications explains: 

“We often hear from our clients struggling to recruit lifeguards in certain areas of the country; our #BeaLifesaver campaign has been developed to help our clients make the most of the untapped work force, right on their doorsteps – actively retired people, students, people with dependants or who can only work part-time.

“We see lifeguards as representatives of our wider community and the lifeguard workplace is one that is welcoming, inclusive and free from discrimination. 

“The #BeaLifesaver marketing materials have been created to broaden the appeal of the role and support our clients in attracting a diverse range of applicants.”


Created for RLSS UK by Birmingham agency, Grin Creative, the bright, eye-catching campaign materials clearly outline the benefits of working as a lifeguard can bring, to a number of different demographics – the message is clear – not only will you qualify in lifesaving skills that are highly transferable, but this is a job with flexibility to suit.

For the venue operator, the accompanying suite of marketing materials makes it easy to structure and target a campaign to suit anything from an estate of leisure sites, to smaller, independent operators.

Posters, template press releases, multi-platform social media messages and suggested follow-up activity, are all included in a handy, easy to use marketing guide.


“We’re really excited about the new-look #BeaLifesaver campaign,” said Martin Guyton, Chief Executive of tmactive.

“In the past we’ve struggled to recruit lifeguards to our team and the new materials really open the role up to different people. The perception of the lifeguard being an average 16-year-old school leaver filling their time, is long gone and our recruitment activity needs to reflect that.

“We pride ourselves on being an employer of local people and the people who use our facilities, come from all walks of life – we want our team to show that too.

“The supporting marketing guide is perfect for our needs because it can be used flexibly across different sites, offering us the opportunity to be more niche with our recruitment activity and messaging.”


July 2018 saw IQL UK (RLSS UK’s trading subsidiary) launch Generation 9 of the National Pool Lifeguard Qualification (NPLQ). Fully endorsed by CIMSPA and regulated by OFQUAL, Qualifications Wales and CCEA Regulation, the NPLQ is currently the UK’s only professional standard qualification for lifeguards and is recognised as such, internationally.


IQL UK is the trading subsidiary of The Royal Life Saving Society UK (RLSS UK), the drowning prevention charity.  

RLSS UK is the UK’s leading provider of training and education in lifesaving, lifeguarding, water safety and life support skills in the UK.  It is also the governing body for Lifesaving Sport.

Through IQL UK, there are more than 90,000 RLSS UK Pool Lifeguards in the UK trained in the National Pool Lifeguard Qualification (NPLQ). Around 95 per cent of all pool lifeguards are trained by the RLSS UK. IQL UK also offers the National Pool Management Qualification and First Aid at Work qualifications as part of its portfolio.

Around 700 people drown in the UK and Ireland every year and the charity aims to prevent drowning and promote water safety education through campaigns and its lifesaving programmes.  

RLSS UK awards and programmes teach a range of lifesaving skills ranging from life support (CPR) to water survival and rescue skills. Programmes include Rookie Lifeguard (for eight to12-year–olds), Survive and Save (for 12 years+) and Save a Baby’s Life (a free course aimed at parents and carers of young children).

The RLSS UK (then the Life Saving Society) was formed in 1891. In 1904, as there was great support for the organisation from the Royal Family, the society was granted permission to use the Royal title and became the Royal Life Saving Society.

Drowning Prevention Week is the national campaign run by the Royal Life Saving Society UK to cut down the number of accidental drownings that occur each year and support families affected by drowning. The next campaign will run from June 14 – 24, 2019.

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