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.
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