There is concern men’s macho attitudes might be killing them.

Men and unsupervised children are the focus of beach safety campaigns as recreational drownings continue to climb. Ninety-six people drowned last year, nearly 80 percent of them were men.

Water Safety New Zealand’s Matt Claridge says many men have a “tough guy”and “she’ll be right” attitude and take part in riskier activities such as fishing and jumping from rocks, boating, surfing and swimming at beaches and in rivers, which can land them in trouble.

He says the basic message for all water-goers is to swim between the flags and to never swim alone. Mr Claridge says it is important to remember that lifeguards are not babysitters and people must be responsible for their actions.

– NEWSTALKZB.CO.NZ