From Sega Retro
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The Lifeguard Potential programme was a British educational programme divised by the Royal Life Saving Society (RLSS) in conjunction with Sega in 1993. It was designed to teach children the importance of water safety as part of the UK's national cirriculum, which had recently become mandated to educate children on these sorts of life skills. It is imagined that the RLSS wanted Sega to make their teachings more appealing the the youth of the day, while Sega wanted to distance themselves from the non-active and unhealthy stereotype of video games.
The precise nature of this campaign is not known, however a short promotional video was produced for schools, as was accompanying learning material. Many leisure centres also got in on the act, teaching swimming lessons and lifesaving skills with similar material.