Surf lifesavers are pleading with the public to take care in the water after a spate of drownings.
A Filipino fisherman is presumed dead after being swept off rocks at Piha on Sunday - exactly one year after Warriors league player Sonny Fai drowned on the same unforgiving coastline.
The death follows two drownings in the last week, of father Felisiano Puleanga and grandfather Jackie Wiki, trying to save their son and grandson on North Island beaches.
Yesterday morning police and surf lifesavers called off the search for the man swept off Dawson's Ledge rocks at Piha on Sunday evening.
Orewa Detective Sergeant Eugene Pickett said rescuers went out in really rough conditions.
"They searched the water as much as they could."
Piha patrol captain Billy Doyle said the man would have survived if he had been wearing a lifejacket.
"A lifejacket buys vital time. Compared to expensive fishing kit a $100 lifejacket is a minimal investment."
He said the man's name would not be made public until his family were notified.
The fisherman was seen above water for 30 to 45 seconds before he went under, suggesting he was a non-swimmer, Mr Doyle said.
"But we're sure that if he was wearing a flotation device of some sort, this tragedy would have been avoided."
Swimming lessons were not an option for some people and he urged people to check the safety of beaches before going there.
"The take-home message is to consult lifeguards or local fishermen to learn safe spots on all coastlines," Mr Doyle said.
He said there needed to be greater emphasis on education.
Water Safety New Zealand general manager Matt Claridge agreed.
He said that since 1980, 78 people had drowned trying to save others.
"My advice is don't jump in straight away," he said.
"At least survey your options first. There might be an alternative entry point or someone nearby ... Stop, have a look and then go."
But that was difficult when children were involved.
"When your child hits the water you just jump straight in.
"The underlying message is preserve your own life, but that goes out the window when emotion comes into it, and children."
Mr Claridge said the current thinking wasn't working and he endorsed multilingual signs on west coast beaches.
Any person who saw someone in danger of drowning should maintain eye contact as long as possible and sound the alarm immediately.
* Rescue safety
Assess situation before jumping in (can you throw a rope, stick, towel or buoyancy aid?).
Accept responsibility and make a plan.
Give aid until medical help arrives.
Source: www.royallifesaving.com.au
Lifesavers plead for care as death toll rises
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