Governor Mikie Sherrill • Lt. Governor Dr. Dale G. Caldwell
Public Information

As New Jersey Heads into the Summer Months, NJ Department of Children and Families Seeks to Make a Splash with “Keep Me Safe” Water Safety Public Awareness Campaign

 

Campaign Reminds Caregivers to be Careful with Children around the Water  

 

TRENTON – As New Jersey families prepare for fun in the sun at pools and beaches following the unofficial start of Jersey Summer with the Memorial Day Weekend, the New Jersey Department of Children and Families (NJ DCF) has officially launched their 2026 Water Safety Campaign, “Keep Me Safe,” in an effort to remind parents and caregivers to practice water safety when infants, children, and youth are in or around bodies of water and to combat preventable drownings.

“Spending time near the water with friends and family is a great way to kick off the season, but we have to remember to remain vigilant when our children are in or near water, whether that’s going down the shore, swimming at a community or backyard pool, or visiting one of many rivers and lakes across the state,” said NJ DCF Interim Commissioner Carmen Diaz-Petti, LCSW.  “It’s especially important because water accidents and swimming fatalities, while preventable, can happen in the blink of an eye, even when there are lots of people nearby, or even when you may consider yourself or your child an experienced swimmer.”

Through the “Keep Me Safe” campaign, NJ DCF is seeking to raise awareness about drowning prevention, the importance of supervision, and simple tips that can help children, youth and families stay safe, according to Interim Commissioner Diaz-Petti.

The Keep Me Safe Campaign / Partnership

As part of its commitment to childhood safety, DCF has begun sharing messaging and resources on social media to highlight the importance of water safety, whether in pools, streams or at the beach.  Adopting the rubber duck as the mascot for this effort, DCF has developed materials that highlight the importance of learning to swim, securing pools when not in use, and having a designated watcher at backyard pool parties.  DCF will also be distributing branded rubber ducks with a QR code to water safety resources to families with newborns through the Family Connects NJ program.

Beyond social media messaging, DCF will be partnering with the NJ Swim Safety Alliance (NJSSA) and the New Jersey chapter of the American Red Cross to produce a one-page factsheet for families with tips to stay safe.  The factsheet is expected to be completed later this month and available to schools through a partnership with the NJ Department of Education.

Why the yellow rubber duck?

The department’s Keep Me Safe message, and specifically the use of the rubber duck which serves as a reminder for parents, was inspired by positive childhood memories of playing near the water. It’s also intended to inspire, the way a mother duck guides her littles ones to safety.

“We can all learn something from Mother Nature, and if you have ever watched a family of ducks on the water, you know that ducklings rarely enter the water without a parent leading the way,” said Child Fatality, Near Fatality Review Board Chair, Dr. Laura Brennan.   “Water safety is a serious issue, and so many drowning fatalities are preventable with just a few simple safety tips in mind.  We applaud DCF for raising this issue up with a bit of whimsy, color and fun to put these tips at the front of mind for parents, caregivers, and others responsible for keeping children safe in and near the water.”

Statistics

According to the federal Centers for Disease Control and Prevention, every year there are more than 4,000 accidental drowning deaths in the United States.  About 900 of those fatalities are children, with half being very young infants and toddlers. Many infant drownings occur in bathtubs, and children between the ages of 1 and 4 die more from drownings than any other cause of death. Among children between the ages 5 to 14, drowning is found to be the second leading cause of death.

In the Garden State, statistics show that about 65 individuals lose their lives to drowning every year, with an average of 10 child fatalities due to drowning annually.  More accidental drownings are preventable with proper education and safety precautions.

The American Academy of Pediatrics (AAP) recently released a report with new recommendations and highlighting that there is a growing disparity in fatal pediatric drowning rates based on race and ethnicity.  The statistics show that Black people under the age of 30 are 1.5 times as likely to drown as white people under the age of 30, while American Indian and Alaska Native people under the age of 30 are twice as likely to drown as their white counterparts.

“Any child drowning is tragic, not just for a family who has to endure such a devastating loss, but also for an entire community,” said Dr. Puthenmadam Radhakrishnan, Vice-President, NJAAP.  “But so many of these cases are preventable, and there are resources available and simple tips that we can all follow that can literally make the difference in helping kids and young people stay safer near water. DCF’s ‘Keep Me Safe’ campaign is a creative way to remind us to stay alert and follow recommendations to make playing in the water a safe and enjoyable experience.”  

The new recommendations by the AAP highlight key points for parents and caregivers:

  • Be aware of drowning hazards and supervise children in, on, and around water. Young children should never be left alone or with other kids in or near bathtubs, pools, spas, or in or near flowing or standing water, even momentarily.

  • A supervising adult with swimming skills should always be within arm's length of kids and provide touch supervision for an infant, toddler, or weak swimmer who is in or around water.

  • Children should receive swimming lessons as early as after their first birthday. Swim lessons before a child turns one have yielded no evidence that they reduce drowning incidents.

  • Following fencing requirements, life jacket regulations, lifeguard standards, and safe natural-water designations and other related laws and regulations are proven strategies to reduce drowning deaths.

  • Caregivers and teenagers should learn CPR and know how to perform safe rescue.

“We all care about the wellbeing and safety of children. Together, each one of us, can ensure drownings do not happen in our state, in our neighborhoods or in our own backyards,” added Cait Waxler, Board Chair of the NJ Swim Safety Alliance.

To learn more about the DCF “Keep Me Safe” Public Awareness Campaign, visit https://www.nj.gov/dcf/public-information/campaigns/water-safety.shtml.