Baby in the Water – Swim for Life

Swim For Life, a social marketing initiative by Water Safety New Zealand, is using a television campaign, “Baby In The Water”, to encourage people to learn to swim. Three scenarios show people struggling with water safety, appearing as babies from under the surface of the water.

Baby in the water

A fisherman flounders in the sea, as helpless as a baby until his mate pulls him into the boat. A man stands at the edge of the sea, afraid to join his family. A teenage girl falls out of the security of an inner tube and is washed away by the current of the river. “If you’ve never learnt to swim, you’re like a baby in the water”.


Baby In The Water was developed at Lowe, Auckland, by executive creative director Josh Moore, art director Nick Clements, copywriter Mike Wilson, account director Fleur Head, head of broadcast Jackie Clark, senior account manager Lee Dodds, head of planning James Hurman, and agency producer Liz Garneau.

Filming was directed by Nic Finlayson via Film Construction, with underwater cameraman Murray Milne, producer Phil Liefting and editor Steve Cox.

Post Production was done at Digital Post by inferno artist Stu Bedford, animator James Cunningham, offline editor Steve Cox, producer Fiona Webb.

Music for piano and flute was provided by Joel Haines and Nathan Haines.

Baby swimming trainer was Sue Mayo.