Piha promo shoot turns into real-life rescue for Surf Life Saving New Zealand

A promotional shoot at Piha Beach for DHL Express NZ and Surf Life Saving New Zealand took an unexpected turn when the off-duty lifeguards found themselves responding to five real-time rescues.

The campaign, developed with Pead, was designed to raise awareness of five key beach safety messages ahead of summer.

But the activation quickly became a live demonstration when lifeguards sprang into action to assist swimmers caught in a rip.

A powerful reminder

DHL head of marketing and communications Laura McKee says the moment was a powerful reminder of why the partnership matters.

“Seeing our campaign come to life in such a visceral way was both humbling and affirming. It’s not often that your messaging is validated in real time – and in this case, it may have helped save lives.

“We’re incredibly proud to support Surf Life Saving NZ and the volunteers who show up, even when they’re off duty.”

Surf Life Saving NZ communications manager Sara Cairney adds it brought the campaign’s purpose into sharp focus.

“This activation was always about education and prevention, but what unfolded at Piha was a stark reminder of the unpredictability of New Zealand’s coastline. It reinforced the urgency of our message and the value of our long-standing partnership with DHL.”

Five essential safety messages

The campaign centres around five essential safety messages for beachgoers:

• Know how to float
• Find the safest place to swim
• If in doubt, stay out
• Take care of others
• Know how to get help.

Last patrol season, Surf Lifeguards saved 624 lives, assisted nearly 900 people to safety, and carried out over 56,000 preventative actions, helping close to a million people enjoy the surf safely. Their efforts contributed to a 34% drop in rescues compared to the previous year.

While drowning fatalities fell to 72 last year – the lowest since 2018 and 13% below the 10-year average – 88% of those deaths were adults, highlighting that water safety is a message for all ages.

Taking beach safety seriously

Surf Life Saving New Zealand receives limited government funding. It’s made up of a network of volunteer-run charities, with thousands of trained lifeguards who give their time each summer to keep Kiwis safe.

Support from partners like DHL helps fund the training, education, and equipment lifeguards need to do their job – and ultimately, save lives.

As summer approaches, DHL and Surf Life Saving NZ urge all New Zealanders to take beach safety seriously.

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