Our product would be campaigned to be launched in the New Zealand summer period as the holiday season is when the drowning numbers spike to try minimize drowning. We have targeted the New Zealand beaches as they are well known for rips. Our product is mainly focused for the beaches that have high rips but no lifeguards. As New Zealand tourism and immigration is increasing every year we aim to target the more diverse demographic living in New Zealand or on holiday, who may be unfamiliar with these conditions. Drowning remains largely a male issue with men making up 85% of all drowning deaths. “Men continue to overestimate their abilities and underestimate the risk when it comes to water,” says Johnty Mills (WSNZ Chief executive). “The macho kiwi attitude that still seems to exist when men partake in water based activities continues to be a deadly one.” There were 13 drowning deaths involving nationalities other than NZ European, Maori, Asian and Pacific peoples. That’s the highest number since records began, with 39% of the deaths occurring while swimming.” says Johnty Mills (WSNZ Chief executive). Taking these statistics in consideration the current methods of water safety can be improved to reach this demographic and summer period.