Death on the Beach: Spooky Creature Scares Instagram Users to Save Lives

The Grim Reaper has become a new resident on the beaches of New Zealand trying to lurk swimmers to drown in the nation's waters. “If you do something foolish in the water, I’ll be there,” the Death personified warns in its own the Instagram account which has already gained more than 82k followers.

According to Water Safety New Zealand, around 105 people die annually  on the island, and 81 of these deaths are preventable. Many incidents involve young men swimming while drunk.

The humorous social media campaign featuring "the Swim Reaper" was launched in collaboration with the country's government and is aimed to promote water safety among men aged between 15 to 34 and to stop people from making fatal decisions.