Beach-goers are having a field day on Instagram now that a new “Swim Reaper” account has opened up. For those of you who are unaware of what the Swim Reaper is, this is just the Grim Reaper’s happy go lucky cousin who enjoys spending his days at the beach, chilling. Although the whole idea may sound fairly morbid, the Swim Reaper’s lit summer pictures tend to say otherwise.

In actuality, “The Swim Reaper” is an interactive public service announcement account which was launched by the New Zealand government in an effort to promote water safety. According to Water Safety New Zealand, about 105 people die every year from drowning. This year already 56 lives have been claimed. The worst part is that these deaths are totally preventable as most of them tend to be young men who swim drunk.

For more information regarding the public service announcement account, head over to The Swim Reaper or find them on Instagram.