Surf lifesavers run up flag on adverts

By ANNE BESTON

Surf Lifesaving New Zealand has admitted a man drowned even though he was swimming between the flags.

The admission casts doubt on its present TV advertising campaign, but it does not completely invalidate it because of the ad's wording.

Surf lifesavers say no one has drowned between the flags, although at least one person has drowned after being swept out of the controlled area.

Chief executive John Thomas was rung by the young man's mother after publicity in the Herald and a paid advertising campaign by Surf Lifesaving saying no one had ever drowned between the flags.

Mr Thomas said teenager Jamie Smith was "doing everything right" while swimming at Bethells Beach on Auckland's west coast in January 1993.

But a sudden and deadly rip sucked him and 13 other people outside the patrolled area that day and lifeguards had to work furiously to rescue them. The group had been swimming in fairly shallow water.

Mr Smith's friend Tekake William tried to hold him up but the two were separated by the pounding surf. Mr Smith's body was found 11 days later.

Lifeguards were hampered in the rescue by the theft of some equipment two weeks earlier and their patrol boat capsized in the breakers.

Mr Smith's mother, Lorraine Smith of West Auckland, said she wanted Surf Lifesaving to correct its claim that no one had died swimming between the flags.

"It's just incorrect and when I saw the article in the Herald I thought I should do something about it."

Mr Thomas denied his organisation was making untrue claims.

"They were sucked out of the flags. No one has ever said [Mr Smith] wasn't doing the right thing. An act of nature resulted in his death."

Mr Thomas said this summer's advertising campaign had been a great success. "It's one of the best things we have done. Our guards are reporting much greater respect by people for the flags."