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A 'Swim Reaper' who patrols the beaches in New Zealand has become an Instagram sensation — but the account is more than just a viral joke

The account uses dark humour to address a serious cause.

  • Instagram account "The Swim Reaper" has gained nearly 100,000 followers for his or her humorous images patrolling the beaches of New Zealand
  • However, the account is actually an effort by Water Safety New Zealand to help prevent water-related deaths among men between 15 and 30.
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From parody fitness accounts to pilots or elderly couples who wear matching outfits, we've seen some pretty unique personalities gain traction on Instagram.

But a 'Swim Reaper' who patrols the beaches of New Zealand might just be the most arresting.

The Instagram account @iamtheswimreaper has nearly 100,000 followers, and a description that states: "Just lovin life. lol. Nah, jokes. Lookin to reap some peeps this summer. If ur gonna make dumb decisions in the water, I’ll be waiting. Holla!"

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The "Reaper" posts dark but humorous images manning the sandy shores while watching over the Kiwi beachgoers — but the account is more than a viral joke.

According to The Sun, The Swim Reaper is a campaign by Water Safety New Zealand to warn people about the risk of drowning in the run-up to summer, using the tagline "Swim dumb and you're done."

It's aimed at the most at-risk age group: Young men aged 15 to 30.

The "Swim Reaper" is often seen sitting in lifeguard chairs...

Thanks for nothing, NZ. I#e... @ iamtheswimreaper

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...and appears to do a good job of looking out over the beachgoers — particularly the young men, who reportedly account for a third of all fatal incidents annually in New Zealand despite only making up 14% of the population.

They say one in every two g... @ iamtheswimreaper

It's not just beaches, either — the Reaper also been seen "reapin' the waterfalls with his 'trusty steed.'"

#tbt reapin#emo# the waterf... @ iamtheswimreaper

He or she puts up signs...

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This new sign is working a ... @ iamtheswimreaper

...Some of which are more motivational than others.

Lol #justbeingbasic... @ iamtheswimreaper

The Reaper also has business cards on hand.

Hey, I just met you and thi... @ iamtheswimreaper

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He or she has been seen selling jeans as "swimming trunks" — a sure way to sink.

Tired of being so buoyant? ... @ iamtheswimreaper

The Reaper's main weapon appears to be a water gun.

Pew pew pew! Ha ha! #sunsou... @ iamtheswimreaper

In between watching out over the beach-goers, he or she finds time for ice cream...

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Goody goody dumb drops! My ... @ iamtheswimreaper

Tanning...

Hot dogs or legs? #emo##emo... @ iamtheswimreaper

Beach yoga...

Want to be more zen with yo... @ iamtheswimreaper

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...And sometimes some beach volleyball.

Can I dig it? Yes I can. #s... @ iamtheswimreaper

The account remains lighthearted on purpose, though.

U can#emo#t touch this#emo#... @ iamtheswimreaper

According to The Sun, Jonty Mills, CEO of Water Safety New Zealand, said: "A lot of these drownings [of young men] are what we would describe as preventable fatalities. Lives would be saved if young males simply made smarter decisions around water.

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"However, this audience can react badly to being told what to do — it is a struggle to get positive safety messages through to them.

"Through the Swim Reaper's dark humour, he illustrates the deadly consequences of making bad decisions around water."

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