Easter drownings prompt fear that ocean safety messages are ‘not getting to the right people’

Fine weather and large ocean swells have contributed to at least seven coastal drownings and more than 150 rescues in Victoria and NSW over recent days, with Surf Life Saving NSW saying it has been the "worst" Easter long weekend on record.

Surf Life Saving NSW Chief Executive, Steve Pearce advised that this has been “the worst Easter long weekend drowning toll in our records”, adding “we’re asking people to avoid the rock platforms all together, particularly where the swell has not abated yet, and rock fishers to wear a lifejacket.

“I can’t stress enough how important it is for the public to be aware of the surf conditions when visiting the coastline and to not place themselves in a position of unnecessary risk.”

Pearce went on to tell Sky News Australia “our volunteer lifesavers and our lifeguards have risked their lives multitude of times.”

Concerned over fisherman experiencing difficulties when on rock platforms, Recreational Fishing Alliance of NSW President, Stan Konstantaras today told the ABC “we knew this weather was coming last week (but we) see people are still getting washed off the rocks and tragically drowning.”

Konstantaras added “a lot of work goes into education and getting those messages out and it’s still not getting to the right people.”

Konstantaras' comments echo sentiments expressed earlier this year by Samuel Cornell at PhD Candidate of the UNSW Beach Safety Research Group and School of Population Health at the University of NSW.

Writing in The Conversation, Cornell questioned the effectiveness of existing strategies designed to communicate messages and information about beach safety and hazards to the public.

In particular he asked whether campaigns such as Surf Life Saving Australia's 2024/25 'Stop, Look, Stay Alive' promotion - featuring Australian-born actor and filmmaker Angus Sampson - were effective, citing a review published by the Australasian College of Road Safety which found limited evidence of celebrity effectiveness in improving outcomes in road safety campaigns.

Cornell suggested "other forms of public safety messaging should also be considered when trying to reduce drowning numbers in Australia.

"For example, people who have been caught in rip might be encouraged to tell their stories publicly. Research into other areas of public health communication, such as vaccines, suggest this can form the basis of an effective campaign.

"Research also suggests teaching beachgoers about coastal science can improve beach safety behaviour. For example, people can be taught about how rip currents work, using images of dye released into the water."

Cornell went on to state "crucially, consensus is needed on which key messages to prioritise. Too much differing messaging may lead to message fatigue or confusion about which message is most important to follow.”

He concluded “(Australia’s) stubborn drowning toll highlights the need to evaluate what is not working. Clear and consistent messaging, using modern platforms and engaging influencers may help us to get to zero drownings sooner.

Click here to view Samuel Cornell’s article Despite decades of beach safety ads, at least 55 people have drowned in Australia this summer. It’s time to change tack in The Conversation.

Image: Surf livesafers at Sydney's Dee Why Beach at the weekend.