Surf Life Saving New Zealand launches bold national call for volunteers via Contagion

Surf Life Saving New Zealand (SLSNZ), the iconic organisation with a 114-year legacy of protecting lives on New Zealand’s beaches, has launched a powerful new national campaign in partnership with creative and media agency Contagion, calling on everyday Kiwis to step up and volunteer.

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. The time-honoured tradition of volunteering is under pressure and SLSNZ is responding with a nationwide call for support.

Says Jo Clark, GM of Commercial and Marketing at SLSNZ: “We know a perception exists that surf lifesavers are young, and highly athletic. But the reality is far more inspiring. Our volunteers come from all walks of life and have a wide range of valuable skills. They are teachers, retirees, tradies, students, marketers – all people who want to contribute their time, skills, and heart to their communities. We need more of them.”

The campaign aims to challenge preconceived assumptions and celebrate inclusivity, showing that surf lifesaving is a team effort that welcomes all kinds of contributions. From strong swimmers to skilled administrators, anyone with a few hours to spare can help save lives at our beaches.

Says Dean Taylor, CEO & Founder of Contagion: “We were thrilled to collaborate with SLSNZ. This campaign is about changing perceptions with humour and heart. It’s a call to action for all New Zealanders to realise they can make a life-saving difference.”

Using bold visuals, emotionally resonant and relatable messaging, and the reassuring yellow and red of the patrol flags; the campaign invites Kiwis to reconnect with community spirit and become part of something truly meaningful.

Says Suzanne Breslin GM Contagion media: “Our media team has loved working on this dynamic campaign for Surf Life Saving, blending national awareness drivers while connecting with communities through targeted local OOH. Layering in social media platforms LinkedIn, Meta, and TikTok, enables us to deliver a diverse range of audiences to support all of the vital volunteer roles at all levels. Click on the ads and get amongst it!”

Client: Surf Life Saving New Zealand
Creative: Contagion