Graphic water safety campaign starts today

A hard-hitting water safety advertising campaign begins today.

Over the last year to June, watersport injury claims have cost New Zealanders nearly $14 million in ACC accident cover and rehabilitation.

The campaign is being run by ACC, along with Water Safety New Zealand.

The focus of the first wave of the advertisements is on the dangers inherent in swimming pools when young children are unsupervised.

Alan Muir, the chief executive of Water Safety New Zealand, says the ads are graphic and could upset some people.

But he's making no apologies for the powerful message. The intention is to make an impact and shake New Zealanders out of a 'she'll be right' attitude towards water safety practices.

He says the next series is aimed at boaties and their safety in the water.

Mr Muir says nearly 1000 people have been injured through swimming accidents, while 94 people have died from watersport accidents.

Yesterday an 11 year old girl drowned after getting into difficulties in the water off Piha, on the west coast just north of Auckland.