MŌ Te Ohu - About Te Ohu


Sealord sponsors Swim For Life

Te Ohu Kaimoana (the Maori Fisheries Trust) is delighted that iconic New Zealand seafood company Sealord has partnered with Water Safety NZ in the Sealord Swim for Life initiative to help young Kiwis learn to swim.

Vist the Swim For Life website

More New Zealanders drown per capita than any other OECD country. It is with this in mind that the Sealord Swim For Life has been developed which is the most comprehensive water safety initiative New Zealand has ever seen. Targeting primary school children, Sealord Swim for Life works with regional sports trusts and territorial authorities across the country to deliver learn to swim and water safety education to primary school children.

The initiative is aimed at equipping kids with the skills to swim 200 metres.

The decision to get behind Swim for Life was an easy one to make for Sealord CEO Graham Stuart. “Our connection with Tangaroa (the Sea) and our commitment to water safety go to the heart of who we are as a company,” he says. “Right from the start, we saw Swim for Life not only as a chance to make a real difference, but also to stand by our values. Within our organisation and communities, we believe that knowing how to swim is a basic skill that all Kiwis must be equipped with.”

In a concerted and collaborative effort to ensure that there is broad and sustained uptake of the new learn-to-swim-to-survive initiative, a coordinated informational marketing campaign is now well under way. A new identity has been created for this vital partnership, with its roots being firmly founded in New Zealand – Kautiki. The Swimming Tiki.

Mr Stuart says the development of an iconic New Zealand identity for this partnership was critical. “Kautiki is the taonga of the Sealord Swim for Life project and is a visual reminder of how precious our children are and the importance of swimming as a survival skill.”

The goal for each child in the initiative is to be able to swim 200m – the benchmark for being a safe and competent swimmer. Sealord Swim For Life will provide an online database for schools to record progress, and will be backed up by an ongoing communications and marketing campaign.


Te Ohu Kaimoana is immensely proud of Sealord’s involvement with Sealord Swim for Life project, which will run for an initial period of five years. By 2013, the aim is to have almost half a million children learning swim-and survive skills, and 80 percent of Year 6 children able to swim 200m (up from the current 21 percent).

Visit the website: www.swimforlife.co.nz