Water safety advice is still not getting through to migrants and international tourists, according to some in Australia's Sikh community.
They are seeking to change that with the launch of a new video campaign.
The message 'always swim between the flags' is not new, but the delivery is.
"We are targeting the non-English-speaking background communities, especially from the [Indian] subcontinent," Amar Singh said.
He is the founder of charity Turbans 4 Australia which is behind the new initiative launched at the New South Wales State Parliament this week.
Mr Singh told SBS other water safety campaigns are failing to reach migrant communities.
"The messaging that is currently out there is not getting to them. Otherwise we'd see a decline in those drowning deaths.”
Steven Pearce from Surf Life Saving New South Wales said the failure to reduce drowning deaths is devastating.
"Just last Sunday in the Royal National Park, we had a 3-year-old Indian boy who was pulled from the water and was resuscitated by some bystanders and who is now in a serious condition in hospital.
"Last year, our patrol had to rescue three Indian men who had come down from the temple from an afternoon swim, but unfortunately one of those gentlemen drowned and we couldn't revive him.”
Visibility is key, according to Mr Singh.
The video campaign features Sikh actors who speak Punjabi.
Push to get information included in visa process
Migrants and visitors, particularly those from the subcontinent, account for a significant proportion of drownings along Australia's coastlines.
Mr Singh believes those deaths are largely a result of cultural and language barriers, so he wants to see all levels of government promote the campaign.
"We are currently working on this project to launch in about eight different languages.”
He hopes it will be included in Australia's visa application process.
"So when someone applies for any kind of visa from the subcontinent, they should get a link in their language that is listed on the form. It’s as simple as that."
Increased risk of danger for toddlers
With summer fast approaching, there are also warnings about another at-risk group: toddlers.
New data from Royal Life Saving Australia reveals that one-year-olds are the most vulnerable.
They account for 40 per cent of all drowning deaths in children under the age of five.
Royal Life Saving Australia CEO Justin Scarr told SBS the drowning risk triples when a child turns one.
"Statistics found that actually the age of one is the peak drowning age of any age group. So the moment the child is crawling, the child will escape their (carers') glimpse, escape their stare.
"And if there is a backyard pool - it's a wonderful thing for a family to have, but you really need to look closely and make sure the gate is in good working order.”
Royal Life Saving Australia is stressing that distractions can be deadly.
Belinda Hedley knows what can happen if you turn away even for a split second.
It has been more than a decade since she came close to losing her twin sons.
"They had got into a pool fence, we didn't know how, and my twins were floating face-down in the water," she told SBS.
She said the key message she has for others is to "never, ever, take your eyes off children around water".
