Water Safety NZ
Days Like These
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.
A complex challenge
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.
Days Like These is more than a campaign
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)
