As the heartbeat of beach safety across Aotearoa, SLSNZ has long been a symbol of courage, community, and care. But like many volunteer-driven organisations, it faces a critical challenge: a plateau in volunteer numbers, driven by post-pandemic shifts and the cost-of-living crisis. The time-honoured tradition of volunteering is under pressure and SLSNZ needed to respond with a rallying cry to the nation.
In the public imagination, surf lifesavers are often seen as bronzed, athletic figures sprinting across golden beaches, an image shaped by pop culture and perpetuated by shows like Baywatch. While this stereotype may be iconic, it is far from the reality of Surf Life Saving New Zealand’s volunteer base. The truth is that SLNZ relies on a diverse team of everyday people who bring a wide range of skills, experiences, and availability to the table. People have been deterred from volunteering because they felt they didn’t fit the mould.
At its core, this campaign is about debunking myths and celebrating inclusivity. We aim to show that surf lifesaving is not reserved for the elite few, it’s a team effort that welcomes all kinds of contributions. Whether someone is a strong swimmer, a skilled administrator, or simply has a few hours to spare each month, their involvement can make a life-saving difference. Using bold visuals, emotionally resonant messaging, and the reassuring colours of our coastline, the campaign invites Kiwis to reconnect with community spirit and become part of something truly meaningful.
Launched in August 2025, the campaign is already sparking conversations…We are await the results
