Municipal/corporate partnerships make a splash.

Behind many successful recreation programs today is a partnership -- a partnership between a municipality and a corporation, designed to create the most benefit for the community. Partnering with corporations is the trend of the next century, as recreation programs try to reach more people and offer greater community service without affecting fees or taxes. "CIGNA Summer" is a solid example of this success.

Six years ago, the City of Phoenix Parks, Recreation and Library Department partnered with CIGNA HealthCare of Arizona to develop a comprehensive water-safety education program. "CIGNA Summer" has become a mutually beneficial situation for the city, CIGNA HealthCare, and the residents of Phoenix. The program allows the city to provide free, positive summer recreational activities for young people, great times for participants, water-safety awareness to city residents, and a positive image for CIGNA HealthCare. The program has experienced increased participation levels every season -- a tribute to its popularity.

"CIGNA Summer" is a comprehensive aquatic program targeting young children and teens with three distinct programs. Itty Bitty Beach Parties are designed for toddlers to 6-year-olds; Cub Club is geared for youth ages 7 to 11 years; and the Junior Lifeguard Training Program is structured for those 12 to 15 years of age.

Establish Goals

Like most recreation programs, "CIGNA Summer" was conceived with specific goals in mind. These goals included:

* Using a proactive and interactive educational approach by which participants will learn water-safety techniques, lifesaving skills, and public-pool operations through observation and participation.

* Benefiting young people through participation in social, mental, and physical growth activities.

* Providing a healthy and positive learning experience for kids during the summer months.

* Increasing the self-esteem and maturity of young people by promoting responsible behavior, aquatic education, and skill achievement.

* Providing participants the knowledge and skills needed to compete for future aquatic employment opportunities.

The emphasis of Itty Bitty Beach Parties is on aquatic fun with an underlying theme of water safety. The parties are held on five Friday mornings at different pools throughout the city.

Giveaways, prizes, and safety information are important elements of the party, and each participant is greeted with a pair of sunglasses and a Hawaiian lei. Representatives from local agencies -- such as the City of Phoenix Fire Department and the American Cancer Society -- distribute coloring books, sunscreen, and health and safety information to the children and parents.

Activities at the Itty Bitty events include a fishing pond, face painting, coloring contests and "Teeny Weeny Bikini and Trunk" dancing contests. The parties have become popular events over the years (drawing from 300 to 800 participants per site) and often draw media attention.

Structured Programs

The Cub Club is a more structured program with the emphasis on swimming and learning safety skills. Beginning in early June, participants meet three days a week for five weeks at all 28 city pools.

The instructional component of the program includes improving swimming techniques, introduction to CPR and basic first aid, community water safety, pool operational procedures, and basic safety information to assist others who may find themselves in trouble while in the water. The daily routines are structured to be both fun and challenging.

Because this age group responds well to positive reinforcement incentives, T-shirts, official membership pool passes, and certificates are given to Cub Club members as they progress through the program.

The Cub Club program ends with an Olympic event that gives members the opportunity to compete with their peers, using their newly acquired water-safety skills. Besides improving swimming skills and learning safety techniques, the Cub Club gives youths the opportunity to develop friendships and to learn the value of teamwork. This can be seen during the Olympics, when each participating team creates an original cheer to encourage its teammates and display camaraderie. One such cheer, sung to the tune of the "Gilligan's Island" theme song, demonstrates the fun and the level of awareness of the importance of the partnership:

Now this is the tale of our summer fun

and how it all began

with Cub Club at Mountain View Pool

with CIGNA's helping hand ...

The true value of this program, however, is made clear in a letter written by a mother who credits "CIGNA Summer" with helping her children save her niece's life at a private pool:

I am writing to you a letter of sincere gratitude and appreciation for your involvement and success of the programs that your business sponsors for the city of Phoenix Aquatics. I am a parent of three members of the Maryvale Pool Cub Club, whom they educated and trained in lifesaving skills for pool and water safety...

One afternoon at a private pool, my children, nieces and nephew were swimming in the water with several adults when, in just a few seconds, my niece (five) was there and then she was not. My sons . . . knew just what to do to save their cousin. They had just learned CPR and mouth-to-mouth the day before and tried to tell the adults how to do it. I think the lifeguard programs for children of all ages are very valuable and I hope you will continue to sponsor them.

This type of community recognition highlights the importance of the program and the partnership and is the primary reason for its continued success.

Training for the Future

The final and most extensive element of "CIGNA Summer" is the Junior Lifeguard Training Program. The program's mission is to give at-risk youth an opportunity to participate, free of charge, in constructive activities that meet the needs of the community.

The "CIGNA Summer" Junior Lifeguard Training Program won strong support from CIGNA HealthCare because of its concern for at-risk children. This program is noted for not only teaching aquatic skills to its participants but life skills, as well. In addition, junior lifeguard training gives participants the job skills needed to prepare for potential employment in aquatics.

A junior lifeguard saved the life of a woman who, while eating at a fast-food restaurant, choked on a piece of chicken. The junior lifeguard and his family were leaving the restaurant when his mother yelled that someone was choking. The junior lifeguard hurried back into the restaurant and found a man attempting the Heimlich maneuver on the woman; the junior lifeguard promptly took over for the man. After five thrusts, the junior lifeguard was able to force the food out. The woman gasped for air and excitedly thanked the young man for saving her life.

In order to be considered a candidate for the Junior Lifeguard Training Program, young people must "apply" for one of the 14 slots in the program. They are rated on their eligibility based on a water-skills test and an oral interview. The applicants are scored on stroke technique, submerged-object recovery, water treading, and underwater swimming.

Requiring the applicant to apply and interview for junior lifeguard positions sets the tone for the season. The program needs to be viewed seriously by the children, which in turn encourages them to remain committed to the program. Expectations for junior lifeguards are set high. They are required to meet these expectations: mandatory attendance, proper dress code, appropriate behavior, dependability, and teamwork.

Fourteen participants are selected at each of the 13 pool sites, providing the most effective student-teacher ratio for the program. The Junior Lifeguard Training Program includes eight weeks of training.

Aquatic education for junior lifeguards includes:

* American Red Cross Community Water Safety (CWS)

* American Red Cross Adult CPR

* Introduction to American Red Cross

* Lifeguard Training

* Introduction to American Red Cross WSI Aide

The junior lifeguards also receive education and training in:

* Pool filtration and sanitation systems

* Daily maintenance procedures

* Emergency procedures

* Instructional and recreational program information

* Office procedures and routine aquatic paperwork

* Exposure to other pool operations through a site visitation 

Training and Incentives

Junior lifeguards receive approximately 40 hours of training. Besides training, the junior lifeguards are also required to volunteer at least one hour of their time each week at the pool. Pool managers schedule the volunteer time, and duties can include helping instructors with swimming classes, helping staff with swim meets, helping at aquatic special events, and office or light maintenance duties.

To encourage a sense of community and teamwork in the program, each junior lifeguard team visits another program site within the city and, in turn, is host to a visitation from another team. The purpose of the visitation is to meet other junior lifeguards, learn about features of other pool sites, and practice water-safety skills. Incentives, such as T-shirts, imprinted towels, swimsuits, and certificates, are given to junior lifeguard members as they progress through the program.

The program ends with the annual Junior Lifeguard Training Graduation Ceremony and Olympics. The junior life guards compete in a variety of team events such as spinal rescue, passive-victim relay, ring-buoy toss, submerged-object recovery, and CPR.

Besides individual-event awards, overall team scores are totaled for all events. The top three teams are awarded plaques in recognition of their accomplishments.

During the graduation ceremony, each junior lifeguard is recognized and awarded with a certificate of achievement, customized medals they have won, and a "CIGNA Summer" beach towel.

A letter from one 15-year-old junior lifeguard best sums up the value of the program:

This program taught me responsibility and was hard work. I learned how to be more mature in difficult situations and how to handle things with patience and care. I obtained experience in teamwork and leadership. This program has taught me how to relate with the public and has helped prepare me to become an effective lifeguard.

Through the years, "CIGNA Summer" has grown to involve more than 10,000 Phoenix youngsters. The Itty Bitty Beach Parties and Cub Club have shown a strong increase in attendance and interest. The Junior Lifeguard Training Program, originally offered at 10 pools, is now offered at 13.

Visibility for the program has grown over the years by marketing materials such as magnetic pool-safety rules, T-shirts, promotional banners at participating city pools, imprinted beach towels, and newspaper and television public service announcements.

"CIGNA Summer" is a unique example of a partnership that displays CIGNA HealthCare and the city of Phoenix's commitment to offering residents quality programs. The partnership between the two is a win-win combination for the city, CIGNA, and all participants.