Heroes in Action: The Lifeguard Experience

Brought on by the pandemic, the Municipality was faced with a shortage of qualified lifeguards and swimming instructors. The shortage was so significant that, if not resolved, it would have resulted in having to cancel some of the swimming programs.

They approached us to produce a video that would serve as the core of their recruitment campaign. Given the age of the many young people working as lifeguards who need their parents to drive them to the community centres, the video not only had to appeal to the teens but also their parents.

The Execution
Storia was responsible for spearheading the entire production from creative ideation to post-production.

We created a fun, dynamic video full of visual interest and fun moments which would appeal to teens while making sure that the message included characteristics that a parent would want from a part-time job for their son/daughter.

The Result
The video was aired at the local Cineplex as well as the Municipality’s hiring page. The outcome was a very successful recruitment campaign. In the words of the client, “Before we’d even shared it on social media, the video was the talk of the town … We recently had our largest hiring of lifeguards ever.”