How the impact of sport ‘Changes the Score’ on Drowning.

During a recent Springboks vs All Blacks rugby clash in Wellington on 13 September, a packed stadium of roaring fans witnessed more than just tries and tackles.

Amid an electrifying atmosphere – in which South Africa handed New Zealand a record 43–10 – the National Sea Rescue Institute (NSRI) delivered a quiet but powerful pitch-side message: “The game is loud. Drowning is silent. Let’s change the score on drowning.” This striking slogan, displayed on the LED advertising boards around the field, cut through the noise to remind everyone that while the match was making headlines, another life-and-death struggle was unfolding far from the spotlight. 

A silent crisis amid the cheers
Drowning is a largely silent tragedy that continues even as stadiums erupt in celebration. According to the World Health Organisation, more than 66,000 people drown in Africa each year, often without media attention or public outcry. In the roughly 80 minutes it takes to play a rugby test match, up to 10 people in Africa will drown – nearly a full rugby squad, gone without a sound during every game. “While we cheer for tries, somewhere another family is experiencing a silent tragedy. We have to change that score,” urges NSRI Head of Marketing, Bradley Seaton-Smith. His words highlight the contrast between the loud joy of sport and the quiet sorrow of drowning incidents, underlining why the NSRI’s awareness campaign is so crucial.

Tragically, drowning does not discriminate – it can strike anyone, anywhere. South Africans and New Zealanders alike have felt the pain of lives lost to drowning, even in their rugby families. Among them is former Springbok prop Jannie du Plessis, a World Cup winner, who in 2021 lost his 10-month-old son Jan-Nathaniël to a drowning accident at home. Heartbreaking stories like these remind us that drowning affects people from all walks of life, and they fuel the NSRI’s determination to 'change the score' by preventing further loss of life.

From Wembley to Wellington: sport meets drowning prevention
The Wellington test match was not the first time NSRI harnessed a major sports event to spread its life-saving message. Earlier in the month, tens of thousands of football fans were confronted with the same stark slogan during the FA Community Shield match between Crystal Palace and Liverpool at London’s Wembley Stadium. By partnering with these iconic sporting events, the NSRI has turned global sports arenas into platforms for drowning prevention, leveraging the unifying power of sport for a greater good.

“Rugby and football are more than a games in South Africa – they unite people behind important issues and are a voice for change,” says Seaton-Smith. By broadcasting its 'Change the Score' campaign on stadium LED boards, the NSRI transforms passion into action. Fans who might never have given a thought to drowning prevention suddenly see the call to action amid the excitement of a try or a goal.

The partnership between NSRI and New Zealand’s water safety groups also illustrates this unity: initiatives like the Pink Rescue Buoys pioneered by NSRI have been adopted in Auckland, New Zealand – showing that across oceans and rivalries, collaboration saves lives. In both Wembley and Wellington, sport has proven to be a powerful ally in amplifying the NSRI’s life-saving message.

Changing the score, together
The NSRIs volunteer rescue crews respond to 1,000’s of emergencies around South Africa each year. But reacting to emergencies is not enough – the NSRI is also focused on preventing drowning tragedies before they happen. In 2024 alone, NSRI instructors taught 877,485 children water safety skills and taught 25,000 survival swimming lessons in under-resourced communities. These initiatives address the root causes of drowning by educating the public, especially young people, about water safety. As Seaton-Smith emphasises, “Anyone can drown. But with the right knowledge, skills and access to rescue services, no one should”. Every lesson taught and every rescue buoy installed is effectively a step toward changing the score – reducing drowning statistics one life at a time.

How you can help Change the Score:

● Be alert to water dangers: whether at the beach, pool, or dam, stay vigilant of the water risks around your home and community. Drowning is quick and quiet – constant supervision of children is critical to save lives.

● Education is key: enrol in one of the NSRI’s free online courses like our 'Drowning Prevention for Parents and Caregivers' and make sure anyone who looks after children does the same. Knowing what to do in an emergency is so important when seconds count.

● Support drowning prevention: Every contribution, big or small, helps empower the NSRI’s volunteers and programs that prevent drowning. You can find many ways to support at nsri.org.za/support-us

By taking these steps and spreading the word, you become part of the team changing the score. Together with the NSRI and the wider community, we can ensure that drowning – the silent opponent – is finally beaten. In the loud victories on the field and the quiet victories of every life saved, South Africans can truly stand proud.

Let’s change the score, one life at a time.