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Rising Tide in the Media

Read about the many ways Rising Tide Effect is making an impact on our local communities.

Two years after her son drowned in a Jacob Riis rip current, a Flatbush mom is turning grief into action

Brennan La Brie
Jul 29
1 min read
Written by Brennan La Brie | Brooklyn Paper

"In June, (Aminatu) Noah told her story to the world in a video created by Rising Tide Effect, a NYC-based water safety education nonprofit, as part of its campaign “Water Wise.”


In the video, Noah imparts a simple message: know what a rip current is, never swim without a lifeguard, and what you learn today can save someone tomorrow.


The public service announcement is directed at “those who need to hear it most,” said Rising Tide Effect’s founder Kate Krause, singling out 15-to 18-year-olds — who often go to the beach without parental supervision.


“We are going to where they are, which is largely social media,” Krause said. The video builds on “Respect the Rip,” a rip current safety guide featured on MTA buses."



Aminatu Noah looking over the ocean where she lost her son.

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