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Global drowning prevention campaign takes to the rugby pitch
When the All Blacks take on the Springboks at Wellington’s Sky Stadium on September 13, viewers will notice an important message on the sidelines: “Change the Score.”
The message is part of a campaign, led by South Africa’s National Sea Rescue Institute (NSRI), that highlights the global tragedy of drowning.
Water Safety New Zealand supports this message and welcomes its profile on a stage with worldwide reach. Drowning is a global issue – a risk that recognises no borders and does not discriminate by age, gender, or background.
Seventy-four people died as a result of drowning in Aotearoa New Zealand in the past year. In 2024, 88% of drownings were adults, mostly men.
“Just as rugby unites us, drowning prevention requires a collective effort. Led by South Africa’s NSRI, this high impact campaign will be broadcast around the world. It provides a powerful message to pause and reflect on changing the score on drowning – here at home and around the world,” says Water Safety’s acting chief executive Gavin Walker. “We welcome activity that draws attention to drowning prevention.”
Ultimate fashion statement
Recent activity driving a culture of water safety in New Zealand has included the “Ultimate Fashion Statement: Wear a Lifejacket” campaign – devised by on demand strategy consultancy These Guys I Know for Water Safety New Zealand.
High impact visuals of catwalk models wearing lifejackets launched during New Zealand Fashion Week with support from Go Media and NZME.
“Wearing a lifejacket, whether on boats or when fishing from rocks, is the single most important thing we can do to reduce drowning in New Zealand,” says Walker.
