Water Safety NZ Marketing Campaign
The Challenge
Summer is New Zealand’s most dangerous drowning season, accounting for 43% of preventable drownings. Risk increases when people feel safest - during holidays, road trips, family gatherings, and long hot days near water. Water Safety New Zealand needed a campaign that could cut through a crowded summer communications landscape and remind New Zealanders to actively take care around water without sounding preachy or ignorable.
We partnered with Water Safety New Zealand to deliver a nationwide marketing, PR, and content campaign designed to raise awareness and drive safer behaviours in and around water. The campaign combined strategy, storytelling, OHH and social-first content to reach audiences across Aotearoa.
Marketing Strategy and Approach
The challenge was complex as different audiences face different risks: adult male boaties (who make up around 80% of drownings), Māori divers, Pasifika kai gatherers, recreational fishers, and families supervising children. Messaging needed to feel culturally relevant and trusted within each group, yet operate under a single national idea. Days Like These was created to
remind people that People Drown on Days Like These. These Guys I Know devised a strategic approach, developed creative - and executed through a national media plan including Out of Home (OOH), radio and more. Visually, dreamy blue-sky imagery carried the initial Days Like These headline, followed by a red reveal delivering the uncomfortable truth. The contrast mirrored the psychological moment where complacency sets in.
Execution
Execution focused heavily on contextual relevance. Weather-triggered billboards appeared on fine days. Posters were placed at boat ramps, beaches and even small-town ice-cream shops - locations where people were already in leisure mode. Radio spots began as nostalgic summer scenes before abruptly shifting to reality. Social media maintained a constant seasonal
presence, supported by vox-pop content and longer-form storytelling in digital environments.
Results and Impact
As is a trademark of These Guys I Know - Days Like These is more than a campaign but a platform that can be activated and leveraged in the future.
(In an additional stream of work, Water Safety New Zealand have been supported by These Guys I Know PR services generating editorial coverage to raise awareness around key issues including progression of the Life Jackets for Children and Young Persons Bill).
This campaign demonstrates our approach to integrated marketing, PR, and content creation, working together to deliver real impact.
Award Recognition
For our work with Water Safety New Zealand, These Guys I Know have been been recognised as Consultancy of the year at the The Worthies Awards, highlighting the impact of this campaign across Aotearoa. You can read about it here.