Above Water: A Campaign That Makes South Africans Stop and Think

A child bends over a bucket. A swimmer disappears beneath the surface. A family stands at the water's edge, unaware of the danger lurking nearby.

These are not the images most people associate with drowning. And that is precisely the point.

In December 2025, as South Africans headed to beaches, rivers, dams and swimming pools for the festive season, the NSRI launched its Above Water campaign – a bold public awareness effort designed to challenge assumptions about drowning and put life-saving information directly into people's hands.

The timing was deliberate.

"The festive season is when drowning incidents peak in South Africa, making it the most critical time to reach people with water safety education," Alison Young, Head of Performance Marketing, explained. "With communities spending more time at the beach, on rivers, and near water, we launched the campaign to keep drowning prevention top of mind when it matters most."

Challenging Dangerous Assumptions

One of the campaign's greatest strengths is its ability to confront misconceptions head-on.

"Many people underestimate the dangers because drowning rarely looks the way most expect it to," Alison said. "It happens silently and quickly, without the visible signs of distress that people associate with being in trouble in the water."

Alison added that there is often a mistaken belief that danger only exists in the ocean or in deep water. "In reality, drowning can occur anywhere water is present."

The campaign's striking visuals and direct messages highlight this uncomfortable truth.

It reminds parents that "all it takes is 4cm of water" for a child to drown, warns beachgoers about the dangers of rip currents, and reinforces the importance of swimming between lifeguard flags.

Every Community Faces Different Risks

The campaign also recognises that water safety challenges are not the same for everyone.

For some communities, the risks are linked to rivers and floodwaters, particularly where people must cross waterways as part of their daily lives. In other areas, swimming pools, beaches and recreational water activities present different hazards.

By highlighting a wide range of scenarios, Above Water speaks to the reality that drowning can affect anyone.

As the campaign messaging states: "Drowning can happen anywhere and to anyone."

Another often overlooked danger the campaign aims to create awareness around is failed peer rescues. In many drowning incidents, a friend or family member instinctively enters the water to help, only to become a casualty themselves.

This often happens because rescuers enter the water without flotation and without understanding the risks involved. Raising awareness about safer rescue methods can help prevent a tragedy from becoming even worse.

Building a Water-Safe Nation

While the campaign's imagery was designed to capture attention, its ultimate purpose is education.

The public response has exceeded expectations, generating widespread engagement and conversation around water safety. More importantly, it has encouraged people to think differently about the risks that exist around water and the simple actions that can save lives.

Looking ahead, the campaign will become increasingly targeted, focusing on groups such as kayakers, fishermen, river-crossing communities and other people who face specific water-related risks.

The long-term goal, however, remains unchanged.

"Ultimately, this campaign is one part of NSRI's broader goal of building a water-safe nation," Alison said. "By targeting specific audience groups, we hope to ensure that the people most at risk, whether recreational water users or those who encounter water in their daily lives, have the knowledge they need to stay safe."

Because keeping our heads above water starts with the awareness that drowning is preventable.