A new Wakatipu water safety public awareness campaign has been launched, urging people who see danger on the water to call 111.
The "See Something? Do Something!"campaign, which begins today, was created by Coastguard Queenstown in association with long-standing sponsor Queenstown Airport Corporation.
Coastguard Queenstown president Carl Porteguys said everyone should know exactly what to do if they feared for people's safety on the water.
"We want to get a clear message out there that saving lives on our lakes and rivers depends on immediate action.
"The first thing people should do if they witness reckless boating behaviour or see something that endangers life is call the police on 111.
"No ifs, no buts."
He said if police were not advised of these situations straight away, they could not take timely and appropriate action that might involve requesting assistance from Coastguard Queenstown.
"There have been occasions when lives have been saved by the public calling 111 when they saw people heading out under-prepared."
Coastguard New Zealand, Water Safety New Zealand, local police, the Queenstown Lakes District Council and water-based tourism operators have pledged to help spread the word.
Posters and fliers will be distributed around highly visible sites around the region.
Advertising will be supported by special training events and school visits by members of Coastguard Queenstown's volunteer crew.
Mr Porteguys said the campaign was targeted specifically at the needs of the Southern Lakes, with a target of zero search and rescue call-outs for Coastguard Queenstown.
"Most people know to wear a life jacket, but many visitors don't know how quickly weather can deteriorate in our alpine environment.
"It's our responsibility, as locals, to protect these visitors and each other by reporting any boating activity that could potentially cause harm."
