The ad pictures a sunny day by the lake. We see people picnicking, spending their leisure time in the nature, swimming.

Father and his son walk to the lake, but instead of having fun, father starts drowning his kid. There’s a lady nearby drowning her kid also.

They smile to each other – like doing an ordinary thing and enjoying it.

Voiceover starts saying: “You are one of them if you don’t teach your kid to swim”.

Every year, Lithuania is shocked by the tragedies of drowned children. Usually because of the lack of swimming skills. And while the government strives to make it possible for all children to learn to swim and organizes swimming lessons, parents tend to ignore and delay it. Unfortunately, this approach only leads only to another tragedy.

Organizing its campaign this year, the Lithuanian Swimming Federation wanted to appeal to such parents and show the true cost of their carelessness - if they do not teach their child to swim, it's the same as drowning them with their own hands.