AUCKLAND, Today: Surf Life Saving New Zealand (SLSNZ) is rallying the country with a bold new campaign, created with Contagion, encouraging everyday Kiwis to step up and volunteer for beach safety.
With a proud 114-year history, SLSNZ has always stood for courage and community. But volunteer numbers are stalling, and the organisation is now calling for more support to keep this lifesaving tradition alive.
“We know a perception exists that surf lifesavers are young, and highly athletic,” says Jo Clark, GM of Commercial and Marketing at SLSNZ.
“But the reality is far more inspiring. Our volunteers come from all walks of life and have a wide range of valuable skills. They are teachers, retirees, tradies, students, marketers – all people who want to contribute their time, skills, and heart to their communities. We need more of them.”
“This campaign is about changing perceptions with humour and heart. It’s a call to action for all New Zealanders to realise they can make a life-saving difference.” – Dean Taylor
The campaign flips old assumptions, showing surf lifesaving isn’t just for athletes. From swimmers to admin stars, anyone with a few hours to give can help keep beaches safe.
Dean Taylor, CEO & Founder of Contagion adds, “We were thrilled to collaborate with SLSNZ. This campaign is about changing perceptions with humour and heart. It’s a call to action for all New Zealanders to realise they can make a life-saving difference.”
With bold visuals, heartfelt messaging, and the familiar yellow and red patrol flags, the campaign invites people to reconnect with community spirit and make a real impact.
Suzanne Breslin, GM Contagion media says, “Our media team has loved working on this dynamic campaign for Surf Life Saving, blending national awareness drivers while connecting with communities through targeted local OOH.
“Layering in social media platforms LinkedIn, Meta, and TikTok, enables us to deliver a diverse range of audiences to support all of the vital volunteer roles at all levels. Click on the ads and get amongst it!”
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