The Water Awareness Campaign which has caused offence.
A water safety group is appalled at a campaign launched by the Ministry for the Environment designed to raise awareness about water use.
The Water Awareness Campaign features images of fully clothed men standing by and in lakes and rivers.
The ministry said the images aimed to send a visual
message that water was an "integral part of our everyday lives".
Water Safety New Zealand (WSNZ) executive director Alan Muir said New Zealand had one of the highest drowning tolls in the developed world.
He said the ministry used the images even though "every year 80 per cent of New Zealand's drowning victims are male".
At least 40 per cent of drowning fatalities were in inland waterways and more than half when the person was fully clothed, with no intention of being in the water.
Mr Muir said he was appalled at the lack of regard for water safety, and the lack of clarity, consistency and respect for the Government's own drowning prevention strategy.
"WSNZ and its member organisations work tirelessly to represent the water safety sector and to co-ordinate effective education strategies to reduce drownings," he said. "The entire budget represented in this one mass media campaign makes our work pale into insignificance.
"The hard work of dedicated NGOs to reduce the drowning toll of the last 20 years has just received a slap in the face."
But ministry communications manager Chandra Quarmby said the images were the first stage of a three-year campaign to positively raise awareness of the importance of water.
The ministry tested the images extensively with focus groups, who gave positive feedback.
No focus group raised issues about water safety or associated the images with a risk of drowning.
"Good water safety practices are very important. The photos were taken under strictly controlled and supervised conditions.
"The ministry met Water Safety New Zealand to discuss their concerns and, as a result of that meeting, added a clear water safety message to the advertisements."
Mr Quarmby said WSNZ's message to take care around waterways was important.
"At the same time, we need to raise awareness about taking care of our waterways. The two messages are not incompatible."
- NZPA
