DHL Express and Surf Life Saving Australia: A partnership for safer beaches

Australia's beautiful beaches beckon in the summer, offering a haven for warmth, relaxation, and recreation. But amidst the fun and sun, water safety remains a priority to ensure a carefree and enjoyable experience.

Australia's stunning coastlines draw locals and tourists yearly, especially during the warmer months. However, it's important to remember that the ocean can be unpredictable, and even the most experienced swimmers can find themselves in danger.

According to the National Drowning Report 2024 by Royal Life Saving Australia, there was a 16% increase in drowning deaths from 2023 to 2024, with 46% of all drowning deaths occurring at coastal locations¹. More specifically, 56% of these drownings happened at beaches, underscoring the dangers at the beach1. These figures highlight the importance of beach safety measures, especially at unpatrolled locations.

As a long-standing partner of Surf Life Saving Australia, a community organization dedicated to promoting beach safety and providing surf rescue services, DHL Express Australia is committed to contributing to safer beach environments across Australia. 

For over 20 years, we have supported Surf Life Saving Australia in delivering vital training, equipment, and resources through our logistics services. These efforts and initiatives, such as our most recent #SURFSMARTSUMMER campaign, have helped educate and protect beachgoers.

Read on to discover the common risks at the beach and tips to protect yourself.

Risks to be aware of at the beach

The first step towards ensuring your safety and that of others is to be aware of the potential dangers at the beach in Australia. Understanding these risks allows you to take necessary precautions and make informed decisions to minimize hazards and enjoy a worry-free beach experience.

Rip currents

Rip currents are powerful, narrow channels of water that flow away from the shore. They can quickly pull even the strongest swimmers out to sea. 

According to the National Drowning Report, 35% of drowning deaths at beaches were rip current-related, making them one of the top coastal hazards¹.

Therefore, knowing how to identify and avoid rip currents is crucial. Some indicators of a rip current include²:

• Paths of darker water between white water
• Choppy waves
• A break in the incoming wave pattern
• A channel of foam moving offshore

However, if you find yourself caught in one, don't panic. Conserve your energy by floating while raising your arm to signal for help. If possible, swim parallel to the shore until you're out of the current. 

Unpatrolled beaches

While Australia's beaches are beautiful, not all offer the same level of safety, especially in unmonitored areas. In fact, the National Drowning Report found that 69% of coastal drowning deaths occurred over 1 km away from a lifesaving service¹. This figure demonstrates the dangers of swimming at unpatrolled beaches, where rescuers may not get to you in time if you encounter trouble.

What is the #SURFSMARTSUMMER campaign

In response to these risks, DHL Express and Surf Life Saving Australia’s #SURFSMARTSUMMER campaign is a joint initiative to promote beach safety tips and reduce drowning incidents. 

Running from 16 December 2024 to 28 February 2025, the campaign aims to empower beachgoers like you with the knowledge and skills to stay safe while enjoying the beach throughout the summer.

While it’s designed to reach all beachgoers, the campaign particularly focuses on high-risk groups, such as young males, to achieve the following objectives.

Raise awareness about beach hazards

The #SURFSMARTSUMMER campaign aims to educate beachgoers about potential hazards and risks, fostering a culture of beach safety across Australia. 

To achieve this, the campaign utilizes a socially-led approach, partnering with ten micro-creators who will leverage their platforms to share vital beach safety information with their audiences. This strategy is particularly effective as micro-creators often have strong connections with their followers, fostering trust and credibility. 

Through these partnerships, the campaign seeks to motivate the Australian public to prioritize safety and adopt responsible practices at the beach.

Encourage responsible behavior at the beach

Beyond raising awareness around dangers at the beach, the #SURFSMARTSUMMER campaign actively encourages Australian beach users to adopt responsible behaviors to reduce the risk of accidents and promote a safer beach environment. These behaviors include:

• Swimming within patrolled beaches
• Learning basic lifesaving skills
• Supervising children around water at all times
• Wearing a lifejacket when engaging in water activities like boating, rock fishing, or paddling
• Avoiding alcohol and drugs around water

Impart the core safety message 

A key objective of the #SURFSMARTSUMMER campaign is to educate the public about essential beach swimming safety tips that can prevent accidents and save lives. The campaign's core safety message, "Stop, Look, Stay Alive," encapsulates three easy-to-remember steps you can practice this summer. 

#SURFSMARTSUMMER's core beach safety tips

1. Stop

Before you plunge into the waves, remember the first rule of beach safety: Stop. 

Understanding your environment is crucial to protecting yourself, so take a moment to assess the water conditions and surroundings. Consider any local warnings or hazards, such as strong currents or submerged rocks. 

Additionally, check the beach safety signs and pay attention to any posted warnings or advisories. Also, check the weather forecast before heading to the beach, as weather conditions can impact water safety.

2. Look

Once you've taken a moment to stop and assess your surroundings, the next step is to look. Always swim at patrolled beaches and stay within the designated areas marked by the red and yellow flags. These beach safety flags indicate the safest zones for swimming, where trained lifesavers can actively monitor the conditions and provide assistance quickly if necessary.

Moreover, be aware of potential dangers, such as checking for rip current indicators before entering the water. 

3. Stay alive

Know your limits and swim within your abilities. As a rule of thumb, it’s best to stay out of the water if the conditions are rough or the water feels unsafe.

In addition, never enter the water alone. Instead, swim with a buddy so you can look out for each other and provide assistance if needed. 

If you find yourself in an emergency, do your best to remain calm and signal for help. Raise your arm and call out for assistance so the lifeguards will be alerted to help you.

How you can find out more about the #SURFSMARTSUMMER campaign

Beyond providing international shipping services, we at DHL Express Australia are committed to raising awareness and community engagement around beach safety in partnership with Surf Life Saving Australia. As such, we continue to channel our logistics services towards lifesaving efforts like the #SURFSMARTSUMMER campaign.

So, the next time you're at the beach, remember the "Stop, Look, Stay Alive" rules to ensure a safe and enjoyable experience for yourself and those around you.

To learn more about the campaign and access valuable resources on beach safety, visit Beachsafe.org.au or check out DHL Express' Summer Safety Hub for additional tips on staying safe this summer.