May is Water Safety Month, a timely reminder of how vital public pools and aquatic programs are for health, wellness, and community connections. For families across Los Angeles County, public pools offer safe, welcoming spaces that promote physical activity, build community, and create pathways to opportunity. This is especially true in underserved communities, where county-run aquatic programs, like those offered by L.A. County Parks, may be the first step toward lifelong water safety skills. 

After the pandemic, LA County, like many counties nationwide, faced a lifeguard shortage that threatened to close pools during the hottest months. Considering the vital role that public pools play in promoting water safety and equitable access to aquatic sports, this was a considerable challenge. In response, L.A. County Park launched a critical campaign to recruit diverse lifeguards who reflect the communities that the county’s public pools serve.   

VPE Communications partnered with LA County Parks to get the word out about the career possibilities with LA County Park’s aquatics. With our deep roots in multicultural communications, we understood this campaign needed to be more than a job posting, it needed to spark connection and inspiration. As an entry-level opportunity, we especially worked to recruit young swimmers.  

To meet youth where they are, we directed a highly successful TikTok recruitment campaign. With creative, bilingual, and hyper-local content featuring current L.A. County Lifeguards, we showcased how lifeguard jobs are accessible, exciting, and culturally relevant. 

View this video on TikTok.

We also partnered with Jamal Hill, a Paralympian, Los Angeles native, and passionate water safety advocate who previously worked as a lifeguard. As the founder of “Swim Up Hill,” Hill used his platform to share his personal journey and encourage young people, especially from communities of color—to consider lifeguarding as an empowering, community-first career. Hill’s role in the campaign added authenticity and visibility, helping shift the narrative around what a lifeguard looks like, and why representation in aquatics matters. 

VPE secured media placements of Jamal Hill/LA County Parks Lifeguard Recruitment on ABC7, Telemundo52, multiple segments on NBC4, in Los Angeles Sentinel Newspaper and Our Weekly LA.

The campaign generated viral engagement, a surge in lifeguard applications, and strong resonance with the target audiences, all key elements in driving successful recruitment. Thanks to our comprehensive outreach, including TikTok strategy, social media content, influencer storytelling, and earned media coverage, LA County Parks was able to fully staff lifeguards and open every single pool for the 2024 summer season. 

More than just fun in the sun, this meant that thousands of kids had access to swimming lessons, safe recreational activities, and potentially their first steps toward a future in aquatics. This campaign helped redefine lifeguard recruitment by centering it on community, equity, and opportunity. It opened doors for a new generation of youth from diverse backgrounds to see themselves as leaders, role models, and water safety champions. 

When opportunity, representation, and strategic storytelling come together, the impact goes far beyond the surface.