Bay of Plenty community leaders have come together to help curb the region's dire drowning statistics.
The group will work in with Water Safety New Zealand to create a new water safety strategy for the Bay, which has the second highest number of New Zealand drownings, next to Auckland.
Water Safety New Zealand chief executive Jonty Mills said every region in New Zealand faced its own challenges when it came to drowning prevention. The way forward was for the solutions to be community-led with real engagement at a grassroots level.
"Despite all the efforts from everyone over the last 10 years, the drowning toll isn't coming down.
"Something has to change. We need a cultural shift in the way we approach water safety. We need communities to get involved and lead the change."