Lifesaving South Africa, is a leading, non-profit, service organization working on preventing the loss of life through drowning via its voluntary lifeguard duties and Watersmart program.

The Brief

Facilitate the appointment of Her Serene Highness Princess Charlene of Monaco as Patron to Lifesaving South Africa and form a partnership with her foundation, the Princess Charlene of Monaco Foundation South Africa. Treble was tasked with aligning the two organisations’ respective objectives, communications and initiatives including LSA’s Watersmart program to reduce death by drowning and to identify corporate partners to align with the program.

Our Activation

The Patronage and partnership launch was a VIP cocktail event with a guest list of targeted influencers and celebrities, high-profile corporates, potential partners and sponsors and media. Treble’s strong industry relationship meant the launch included several SA Rugby Legends, SA Surfing Legendsand and strong representation from within the lifesaving community.
The Patronage was accepted by Princess Charlene’s brother Gareth Wittstock. The partnership with her foundation was a first for Lifesaving SA and only the third organization to be associated with her patronage.
In addition, Treble secured corporate sponsorship with General Tire SA and Wimpy SA.
The Lifesaving SA Watersmart programme is a free national program presented by a team of trained lifeguard facilitators as part of the grade four school curriculum during the third term.

The Results

The partnership between the Princess Charlene of Monaco Foundation South Africa and Lifesaving South Africa has strengthened the promotion of water safety in South Africa. The Watersmart programme is presented as part of the grade four school curriculum during the third term. Since the announcement of the partnership, LSA’s Watersmart programme has been amplified from 80 schools in 2017 to 250 schools in 2019 reaching over 85 000 children with the financial sponsorship from General Tire and Wimpy SA. An additional 120 000 educational fliers have been distributed to various outreaches at social days or events and the Watersmart program has been adapted to a physical learn to swim program with the Princess Charlene Foundation.