Rising Tide Effect Aims to Prevent Drownings with Launch of the Next Chapter of Water Wise™ Campaign, “A Mother’s Voice”

PRESS RELEASE:

"A Mother's Voice" premiered June 1 to help New Yorkers recognize danger, understand rip currents, and stay safe around water.

NEW YORK, NY — When Aminatu Noah lost her son Elyjha Chandler and his best friend Christian to drowning, she made a decision: her grief would become a warning that reaches other families in time.

Beginning June 1, Rising Tide Effect is amplifying that warning through “A Mother's Voice”, the next chapter of its Water Wise™ public water safety education campaign. Made possible by the support of the Artemis Rising Foundation, whose commitment to water safety, film, media, arts, and education make this work possible. 

This chapter features Aminatu Noah, who is using her voice to honor her son Elyjha Chandler and his best friend Christian while helping other families stay safe around water. 

The PSA — available at www.risingtideeffect.org/waterwise — features Aminatu speaking directly to viewers.  Her message is simple: know the risks, learn what a rip current is, never swim without a lifeguard, and remember — what you learn today can save someone tomorrow.

"Every child deserves the chance to live, to grow, and to enjoy the water safely," said Noah. “Your lives, your memories, your spirits — will be the reason no other parent has to feel this pain."

The campaign arrives as New York City mourns 18-year-old Brandon Figueroa, who drowned at Rockaway Beach two weeks ago. His death is a reminder of what is at stake — and of why Rising Tide Effect has spent years developing this work.  

Rising Tide Effect’s launch of this chapter of Water Wise™ brings visibility, and geographically relevant water safety knowledge into the everyday lives of communities that have historically had the least access to it — to close the gap.

"Aminatu is turning her loss into a warning that might reach another family before they face the same pain." said Kaitlin Krause, Founder and Executive Director of Rising Tide Effect. "We believe ‘A Mother's Voice’ can do what statistics cannot. This is about prevention — honoring lives by helping save others."

"Every child deserves the chance to live, to grow, and to enjoy the water safely," said Aminatu Noah. "And every parent deserves to bring their child home.”

Rising Tide Effect believes water safety is a right, not a privilege. The organization works with the most underserved and at-risk communities to make that a reality through free swim instruction, workforce development — including its flagship program Swim Corps™ — advocacy, and public safety education like Water Wise™

While drowning is 95% preventable, access to lifesaving water safety knowledge and swim education remains deeply inequitable. Rising Tide Effect works to close that gap by bringing critical safety information directly into communities through public education campaigns, community engagement, and programming that targets underserved and at-risk communities.

This summer, Rising Tide Effect is also bringing back its "3 Rs - Respect the Rip" rip current safety initiative on New York City's mass transit system — placing lifesaving information along the routes that carry people directly to the city's ocean beaches. 

The campaign teaches a simple framework for anyone caught in a rip current: Relax. Raise. Ride.

Watch “A Mother's Voice” at www.risingtideeffect.org/waterwise and share it with someone heading to the beach this summer.

"A single conversation could save a life," Krause said.