DEMA's Be A Diver Program
Be A Diver® is the diving community’s national advertising campaign. The initiative to grow diving participation is similar in concept to the “Got Milk” and “Go RVing” programs, and uses similar elements to the “takemefishing” campaign initiated by the recreational fishing and boating foundation. The program is being launched in 2008 and provides a simple, straightforward message designed to entice potential customers to log on to Be A Diver.com® where they can find out more about diving, find a dive resort or find their local dive retailer.
The Be A Diver® Pool is a portable swimming pool which tours the US introducing non-divers to recreational scuba diving. Participants are provided with everything they need to try scuba; wetsuits, tanks, regulators, BCs, masks, fins, snorkels, even towels and hairdryers when they complete the experience. Since 2001, between 12,000 and 15,000 people per year have tried diving in the Be A Diver® Pool.