A New Zealand water safety campaign is grabbing people’s attention using the Grim Reaper as an instagramming, snapchatting harbinger of death.
Spot the Swim Reaper in a variety of Instagram shots you’ll be jealous of, including waterfall selfies, riding inflatable flamingos and jumping with glee.
He’s got a serious message though; be careful around water or you’ll face the consequences.
Water Safety NZ launched the tongue-in-cheek campaign aimed at 18 to 24-year-old men.
Its research has shown that this group is more likely to make bad decisions on New Zealand’s beaches, lakes and rivers, so it wanted to reach out to them in a novel way, rather than with traditional TV adverts.
The Swim Reaper has also got a Snapchat account, so you can keep up with him in real time.
So that’s it kids, be careful around water or the Swim Reaper will get you.
