As New Zealanders head into the height of summer – chasing blue skies, warm water and long, carefree days – Water Safety New Zealand is urging people to pause, think, and make safer choices around water.
Because people drown on days like these.
The reminder sits at the heart of ‘Days Like These’, Water Safety New Zealand’s national summer campaign, developed in collaboration with strategy and creative partners These Guys I Know. It launches as the country enters its worst season for drowning.
Every year, an average of 86 New Zealanders lose their lives in preventable drowning incidents. 43% of deaths happen over summer as more people head to beaches, rivers, lakes, harbours, campgrounds and holiday destinations.
Many drownings occur on warm, calm, sunny days – when the water looks safe, inviting and familiar.
“Blue skies, calm seas and holiday vibes can mask very real risks,” says Water Safety NZ chief executive Glen Scanlon. “New Zealand’s coastline, rivers and lakes are often far more dangerous than they appear. People underestimate the conditions, overestimate their ability, or simply don’t expect the unexpected.”
Men over-represented in drowning stats
The campaign addresses a number of risk segments – in particular men, who continue to be significantly over-represented in drowning statistics. Kai-gatherers, divers and parents are aso a focus.
‘Days Like These’ will run throughout the summer, appearing in weather-triggered billboards via Go Media that activate on hot, sunny days. Placements include known high-risk locations and drowning blackspots, such as Mt Maunganui.
Out of home spots include the Shout Media network at dairies and boat ramps throughout the country. Even Mr Whippy has got in on the action. The Days Like These message is being carried on Mr Whippy vans heading to beaches and hotspots. Radio creative captures the confronting shift between enjoying days like these – and realising that people drown on days like these.
By pairing the pull of summer – the beach, the ocean, the promise of a perfect day – with a stark, confronting truth, the campaign asks New Zealanders to stop, think and choose water safety this summer.
“Unfortunately, this is the reality of a New Zealand summer,” says Scanlon. “People do drown on days like these. Take extra care around water.”
The post Stark drowning message from Water Safety NZ and These Guys I Know appeared first on stoppress.co.nz.
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