As an island nation in the South Pacific, water is in our DNA. Despite this, most kiwi's continue to take a "she'll be right" approach to their safety. To lead a step change in New Zealand's water safety behaviour, we worked closely alongside data and insights specialists from Water Safety New Zealand to develop "Don't be that guy." A campaign specifically targeted at the high risk male groups in New Zealand that together make up 85% of New Zealand's drowning deaths.