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Surf Life Saving Australia & New Zealand

Swim between the Flags!
On every Aussie and Kiwi beach you’ll not only find waves, sun, surfing and tons of people, you also won’t be able to miss the well-known red and yellow flags marking safe swim zones, not to mention a team of Surf Life Saving (SLS) lifesavers in DHL-branded uniforms keeping watch over the swimmers, ever ready to spring into action.

A partnership for better beaches
Established in 1907, Surf Life Saving Australia (SLSA) is one of the country’s biggest volunteer organizations and its key water safety authority. It has more than 150,000 members, of whom roughly 44,000 patrol over 400 beaches around Australia. To give you an example of the vital importance of SLS on the country’s beaches, SLSA conducted total of 9,420 rescues and over 208,800 preventative actions between 2009 and 2010.

Meanwhile, Surf Life Saving New Zealand (SLSNZ) has existed since 1910 and has over 15,000 members across 71 clubs nationwide. In the summer of 2012, New Zealand lifeguards performed over 100,000 preventative actions during 155,000 hours of beach patrols.

Celebrating 10 years delivering safer beaches
Since 2003, DHL has been sponsoring SLSA and SLSNZ. Visually, they were a perfect match from the start, with Surf Life Saving’s traditional red and yellow colors – always found on beach safety flags and lifesavers’ uniforms – in harmony with DHL’s brand hues.

In 2013 we celebrated ten years of delivering safer beaches with a free outdoor photography exhibition honoring the individuals who make up such an important part of the communityExternal Link / New Window. The exhibition, which was on display in Sydney in December0, featured iconic original images of ten remarkable Surf Life Saving volunteers from around Australia, each with a unique story but all with a shared passion, commitment and dedication to Surf Life Saving and their roles as volunteers.

One month later in January 2014, we did the same in New Zealand in Wynyard Quarter in AucklandExternal Link / New Window. The subjects of the exhibition were volunteers who each have a special relationship with both the organizations and the New Zealand beach they patrol.

DHL’s partnership goes toward supplying the uniforms each season, various educational and sporting events, and co-branded initiatives such as Volunteer Day. Freight shipments are carried free of charge for the organization. One of the many success stories of the partnership is helping to establish consistent and impactful uniform branding nationwide across all clubs, which has made the lifeguards more visible and recognizable on the beaches.

Our partnership also provides beach education programs in schools, enabling a structured program to be implemented nationwide, with SLS educators teaching children beach safety, first aid, etc.

No easy feat
A lifesaver’s typical day involves setting up his or her patrol area (marked by those red and yellow flags), watching over the swimmers and performing aquatic rescues when necessary. They also warn beachgoers of any unusual conditions such as strong waves or the presence of poisonous jellyfish.

Being a lifesaver is hard work. With thousands of near-drownings each year on Australia’s and New Zealand’s beaches, the service requires dedicated volunteers.