1% ACTION HERO
1% Action Hero starts with the idea that lifeguards are lifeguards 99% of the time, but every once in a while they go into action and are our heroes. This campaign started out internally as a way to boost morale, self-esteem, and pride in the job among the lifeguard staff. The campaign, which was spread among staff through posters, stickers, and mini-seminars by the Aquatic Center Supervisor, brought a sense of purpose to a group who spends a majority of their time completing basic tasks and using their basic guarding skills. This encouraged and reminded them them that they all have a special skill set to to keep honed that they can put into action at a moments notice. This also provided a sense of togetherness and team with the other members.
The goal of this campaign was not only to increase staff pride, but also to bring an awareness to the general public. It highlighted to the public that even though they may not see lifeguards doing anything heroic when they come in, the people checking you in, selling you snacks, cleaning out gutters, and scanning the pool are special and vital to your safety. The 1% Action Hero idea was introduced to the public through cut-outs placed in the lobby where patrons could take pictures in them. The inviting “1% Action Hero” on the cut-outs encouraged patron conversations with the front desk staff about what the phrase meant. This served to give the public a glimpse into the work of a lifeguard and solidify the importance of the position to the guards who got to talk about their job. Additionally, the cut-outs created a fun element for kids to interact with who then got to see lifeguards working. The hope was to impress and inspire pool-going youth to become lifeguards themselves one day. It also helped kids place a sense of importance on lifeguards, so they then listened better to instructions they were given on the pool deck.
