Tauranga residents wanting to head into the water this weekend are being advised to proceed with caution.

Water Safety New Zealand is asking people to think of their safety with a total of 27 people drowning in the year-to-date as a result of recreational boating and fishing activities.

CEO Matt Claridge says that figure concerns WSNZ because in the same time last year only 18 people drowned.

'Kiwis love their fishing and boating, but they don't have to die doing it. It's vital boaties and fishermen take safety messages aboard.”

Matt says labour weekend is seen by many as the traditional start of a new fishing and boating season ,so it's logical to get these messages out now.

WSNZ will be presenting a series of advertisements on TV as a timely reminder of the importance of a favourable marine weather forecast, appropriate life jackets for all passengers and the need to have reliable means of communication at hand.

'People are aware of the important safety considerations required for most water-based activity. However, the issue we have at this time of year is that people are coming off a long cold winter and are champing at the bit to get back to their favourite pastimes.

'This enthusiasm to get out on the water can often lead to overlooking the most basic of safety precautions; this can and often does directly contribute to a tragic outcome.”

In addition to the messages contained in the TV ads, WSNZ encourages skippers of any craft to acknowledge and act upon their responsibility to ensure the safety of all onboard is the number one priority.

Matt says that position can be summarised by the statement: ‘If in doubt, don't go out'.

The ad screening this weekend is the first in a series developed as part of the ‘Our Way of Life' campaign which will deliver practical resources and televised water safety messages to the country in a package worth up to $1.3 million dollars per annum.