Nickelodeon and Safe Kids Worldwide are teaming up to spread the word about the importance of kids’ safety.

PAW Patrol Safety First! is a multiyear program that focuses on water, fire, and road safety. World Champion swimmer Michael Phelps is on board as the official PAW Patrol Safety First! Global Water Safety Ambassador. Family travel YouTubers, The Bucket List Family, and Nickelodeon will co-create branded content that will live across the family’s social media channels, as well as Nick Jr. and PAW Patrol social channels. The global campaign is in partnership with Tailwind.

PAW Patrol Safety First!

Phelps and his Michael Phelps Foundation will share swim safety tips utilizing core principals of the Foundation’s programming featuring the PAW Patrol pups. On-the-ground safety events will be held in cities around the world next year, with tentpole activations planned for Arizona, New York, and Mexico. Phelps will also co-host a water safety event next spring.

In support of the PAW Patrol Safety First! campaign, custom PAW Patrol-branded safety guides that offer tips from Safe Kids will be available to educate kids and families about water, fire and road safety.

Created by Spin Master, PAW Patrol was recently renewed for a seventh season on Nickelodeon.