surf lifesaving
The origins of Surf Life Saving can be traced back to the actions of Mr William Gocher, at Manly Beach in September 1902. He defied the laws by bathing during the prohibited time (daylight hours) and forced the laws to be changed - thus the now very popular recreational and sporting pastime, surfing, began to grow into what it is today - part of the Australian way of life.As surf bathing grew rapidly in popularity, its dangers just as rapidly became apparent. Therefore small groups of experienced and regular surfers who were concerned with the rising incident of drownings in the surf, began to form themselves into Life Saving bodies to assist those who required to be rescued from an unfamiliar environment. (SLSQ 2001-02 Annual Report. p32)According to the annual report there are in Australia at present 262 Clubs with over 80,000 members who protect the bathing public around the Australian coastline. In Queensland, there are 58 clubs with in excess of 22,000 members.From its earliest days, SLSA's motto has not changed - "Vigilance and Service". "The Association's objectives deal primarily with Surf Safety and the public need, i.e. to watch over and care for the people who use the ocean beaches. To this end
The formatting by the media of surf lifesaving events still occurs today in the Kellogg's Nutri-Grain series with the scheduling of events and selections of course lengths to allow for television coverage. According to the Concise Oxford dictionary the word commodity is "a useful thing; an article of trade, especially product as opposed to a service". This is because sponsors are very difficult to attract unless a sport can display widespread audience appeal as expressed by media exposure. This therefore creates a win-win situation for both parties. Corporations sponsor sport (including surf lifesaving) for a number of reasons. "In Australia each year about 40,000 hours of sport is broadcast by the five main television channels. Recently SLSA has employed an advertising agency to build brand awareness with its new logo and capitalize on its "Australian-ness". The film clearly demonstrated that surf lifesaving was a marketable commodity. In the fifties and the sixties this was through newspaper and newsreels at the cinemas. "The media have a different agenda from the sporting organisations and sports people because sport is for them a means to an end rather that an end in itself". Rather, sponsorship is a marketing effort that involves active association with the organisation or event being sponsored.
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