Population‐Level Awareness of Water Safety Messages: An Analysis of a Representative Sample From New South Wales, Australia

ABSTRACT Issue Addressed The World Health Organisation recommends strengthening public awareness of drowning through strategic communications as a key drowning prevention strategy. This study aimed, for the first time, to assess population‐level awareness of water safety messages in New South Wales, Australia. Methods Via an age‐sex representative sample survey, community beliefs around the number of water safety messages and awareness of messages (defined as having seen or heard) were examined. Message awareness variance between different demographics (gender, age group, country of birth, rurality and socio‐economic classification of residence) and water use frequency groups was assessed using chi square tests. Results The sample comprised 1495 people (52% female; 33% 45–64 years; 84% Australian‐born and 78% metropolitan residents). Seventy‐six percent did not believe the number of water safety messages promoted to the community was confusing. ‘Swim between the flags’ had the highest awareness among the sample (68%), followed by ‘No flags, no swim’ (53%). Despite no longer being actively promoted, 36% were aware of the message ‘To escape a rip, swim parallel to the beach’. ‘Respect the River’ had significantly higher awareness among males, Australian‐born and regional residents, at‐risk cohorts for river drowning. Conclusions Message longevity supports increased awareness, though awareness varies by message and demographic groups. Funding support to increase awareness should reflect drowning burden. So what? Funding, time, and specific calls to action will support moving from awareness to behaviour change.