Water Safety NZ (WSNZ) is a charitable organisation that has a vision for all Kiwis, New Zealanders and visitors to have a safe experience in, on or around the waterways of Aotearoa, New Zealand.
New Zealand has the 10th highest drowning toll per capita in the OECD. On average, 107 people die in NZ waters each year, with 78 of these deaths preventable.
Young men disproportionately make up more than a third of preventable drownings in New Zealand. That’s because they love doing dumb stuff. Give them a high cliff to jump off and they’re as happy as can be. But it’s this kind of behaviour that’s killing them.
The campaign needed to cut through the noise and engage with this group in a relevant way; and even get them to spread the message for us – especially important, given the modest budget. Once engaged you could convince them to modify their behaviour around water through smart media targeting. But to get through to them the media and tone would be all important.
Key insight is that this cynical audience reacts badly to authority. Positive safety messaging simply doesn’t resonate. The campaign needed to be different. Therefore, we took up a darkly comedic standpoint.
Introducing the Swim Reaper…