After about six years of preparation, Speedo International has launched a global consumer-facing initiative aimed at reducing the risk of drowning, called Swim Generation, starting with a video intended to raise consumer awareness of the problem. Other initiatives will be announced in the next months. Speedo started getting involved in downing prevention by supporting programs in India and the U.K. and working with experts. It has been working with partner organizations and charities around the world through donations and in other ways. Speedo registered the Swim Generation brand in 2015 for this and other purposes. Speedo points to a three-year-old report by the World Health Organization showing that at least 372,000 people lose their lives because of drowning every year. More than 60,000 children under age of five drown every year.

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