RLSS UK launches new five-year strategic framework to achieve vision - communities free from drowning

The water safety charity’s new strategic framework was launched during its flagship campaign, Drowning Prevention Week, and premiered at Westminster yesterday to MPs and key partners. 

The strategy marks a new era for RLSS UK, following the appointment of Simmy Akhtar as the new CEO in January of this year. Since her arrival, Simmy has focused on developing a new strategy, with the support of the Trustee Board, to strengthen the Society’s direction into the future. 

A key aspect of the strategy is an update to the charity’s strapline, ‘Enjoy Water Safely’. The addition of ‘Free from Drowning’ emphasises the charity’s purpose, mission, and vision together, with the overall aim of saving more lives. 

RLSS UK’s work will focus on three key pillars: Engagement, Education, and Expertise. These pillars aim to prevent drownings and enable everyone to enjoy water safely. There will also be a strong emphasis on culture and collaboration to ensure everyone can access water safety education, regardless of their background. 

Simmy said, “We have chosen to launch RLSS UK’s new five-year strategic framework during our national campaign, Drowning Prevention Week, to emphasise further our commitment to saving lives and preventing drowning to the many stakeholders we are working with and beyond.  

“A primary goal is to have water safety education embedded into the national curricula across schools in the UK and Ireland; therefore, launching our framework at Westminster this week is significant. 

“RLSS UK is fortunate to have an exceptional network of dedicated and passionate stakeholders, including members, volunteers, partners, lifesavers, lifeguards, the leisure industry, and our committed staff and trustees. We hope the new framework inspires and motivates our new and existing supporters and guides our operations as we enter this new phase in the Society’s impressive history, which spans over 130 years.” 

Deborah Hunt, RLSS UK President, expressed confidence in the strategic framework, adding: “After 18 months of work, I am delighted that we are able to launch our strategy during Drowning Prevention Week. 

“The Board of Trustees, working with our CEO, Simmy, and our dedicated staff team, look forward to working together to save lives.” 

RLSS UK’s Strategic Framework 2025-2030 is available to download and view here.