DHL Express launches new campaign to highlight work of volunteer surf lifesavers

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The ‘Discovering Hidden Legends’ campaign aims to raise awareness of the contributions made by Surf Life Saving Australia volunteers

  • The ‘Discovering Hidden Legends’ campaign aims to raise awareness of the contributions made by Surf Life Saving Australia volunteers
  • Campaign will run in the lead up to the National Awards of Excellence and continue until the end of the summer season

Sydney, 5 October, 2021: DHL Express, the world’s leading international express service provider today launches a new campaign to highlight the work of Surf Life Saving Australia’s (SLSA) volunteers.

The campaign, ‘Discovering Hidden Legends’, aims to remind Australians that everyday, seemingly ordinary members of our community make significant contributions in their roles as volunteer surf lifesavers, ensuring we remain safe from harm at beaches across the country. The campaign centres on a series of videos showcasing the stories of volunteers, with voiceover from former volunteer surf lifesaver and professional surfer, Laura Enever.

Each summer season, more than 180,000 Surf Life Saving Australia members volunteer their time to help run 314 surf lifesaving clubs. Of these members, 45,000 volunteer as patrolling surf lifesavers, together spending 1.34 million hours on protecting beachgoers.

“Thank you to Surf Life Saving volunteers for their exceptional dedication to patrolling our country’s beaches. Every time we swim at a patrolled beach, we are all safer thanks to the critical lifesaving work of these incredible volunteers,” Gary Edstein, CEO and Senior Vice President, DHL Express Australia said.

“Surf Life Saving Australia is excited to launch this campaign as it really highlights the role of our volunteer surf lifesavers in the community, which normally goes unseen. The campaign recognises the great work that our volunteers perform and we thank DHL for bringing this to life,” SLSA President John Baker ESM said.

Discovering Hidden Legends will run across social media channels and in the lead up to SLSA’s National Awards of Excellence on 6 November, until the end of summer 2021/22. The annual awards recognise the contributions of individual volunteers and clubs to the Surf Life Saving movement, and includes awards for DHL Lifeguard of the Year, DHL Surf Lifesaver of the Year, DHL Volunteer of the Year, and DHL Club of the Year.

Since 2003, DHL Express has supported Surf Life Saving Australia as a major national partner, together organising programs to increase coastal safety and environmental-protection awareness. In 2021, DHL Express extended its partnership with SLSA for another three years.

For more information on the campaign, visit