We created Jabari to connect with children, to teach them how to be safe, in and around water. Jabari doesn’t just teach, Jabari is on towels, swimsuits and life jackets - to remind children how to act safely when they are near water.
Stop the epidemic
We’re on a mission to stop the hidden global epidemic of drowning. The following solutions, developed over many years, capitalize on cost-effective development of awareness and skills to create positive, sustainable, internalized behavior change.
DRowning is preventable.
Make the Minute Matter’s global awareness campaign engages the public about the problem of drowning using culturally-sensitive, age-appropriate, consistent messaging delivered via a range of media.
Drowning is an equal opportunity killer, so the awareness program reaches people of all ages, but the primary focus will be children. Children under 5 have the highest drowning mortality rates worldwide. Our solution was born from the problem itself: while children are the most deeply affected, they also have the greatest aptitude to absorb new perspectives. Awareness at this stage can create lifelong, sustainable changes in attitude and behavior around water. It can save their lives and the lives of their friends, playmates, families and communities.
We know that young children learn best through stories and characters with positive and attainable personality traits, so the hero of the awareness campaign is Jabari, a lovable lion cub. Jabari and his band of animal friends and adult role models were developed specifically to appeal to children across a range of cultures.
Jabari engages children, and the adults in their lives, to teach them about water safety positively, consistently, and repetitively so that they can be safer around water their entire lives.
Our Awareness Campaign will be tested and externally evaluated. Learn more about the academic research supporting Jabari.
When children are taught from birth how to relate to the water safely and joyously, they naturally learn to self-regulate their behavior around water. When attitudes and behaviors toward water are internalized, global drowning rates will begin to drop permanently.
Using Jabari, as the messenger, our education programs emphasize age-appropriate water safety skills, layering skills as children mature. Messages are always delivered positively, repetitively and in a culturally-sensitive manner.
The informative and interactive education programs for children aged 2-14 will be disseminated to the public through a range of media and social media. The written portion of the education programs rely heavily on graphics to minimize language, geographic and comprehension barriers.
Research shows that having a whimsical and childlike visual prompt can also result in greater adherence to rules and appropriate behavior in adults as well as children, so the character Jabari will also be used as an education follow-up to remind children, and adults, in and around water - on signs, beach towels and swimsuits.
Our Education Programs will be tested and externally evaluated.
Skills-based Training Programs
Our public awareness and education programs create a demand for water safety programs. We, in turn, fund and nurture the supply of water safety programs created by the demand.
Swimming - There is no question: teaching children basic swimming, water safety and safe rescue skills reduces drowning. The American Academy of Pediatrics recommends that children begin swimming lessons as young as age one. While knowing how to swim won’t always prevent drowning, learning to swim and to rescue others safely may act as a vaccination against drowning. Learning to swim is like riding a bicycle; even if you don’t practice regularly, you never really forget.
Survival Swimming - Survival swimming isn’t fancy strokes or distance swimming; it’s how to survive an unexpected fall into water. The SwimSafe program has been found to decrease drowning by 93% and has been found to be very cost-effective under the WHO-CHOICE criteria, meaning the SwimSafe program compares very favorably with other child survival interventions.
Lifeguard Training - Swimming in areas with lifeguards reduces chances of drowning to 1 in 18 million. If you swim in areas with lifeguards, it’s like having a firefighter standing on your front yard just in case a fire starts. Having more well-trained lifeguards on duty will reduce drowning deaths.
CPR Training - Drowning starts in as little as one minute. In five minutes, brain damage begins. In ten minutes, death. CPR with rescue breaths at the scene of a drowning can increase oxygen to the brain, increasing the chance of survival and decreasing the chance of brain damage.
Many existing water safety programs struggle to find adequate funding to reach more people. Make the Minute Matter provides funding for our extensive independent global network of skills-based training programs. Additionally, we are committed to contributing to research on drowning prevention. We will fund external evaluation of a sampling of programs to identify and share best practices.