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Water Safety New Zealand, however, despite being public welfare organization with a very boring objective—to educate the New Zealand public about water safety—has successfully created an Instagram star: the Swim Reaper.

Tapping into New Zealand's illustrious tradition of horror-comedy (this is, after all, the country that gave us What We Do in the Shadows), the social media star is a black-robed, scythe-bearing specter who enjoys hanging out at beaches and lakes, drinking fruity cocktails and waiting for people—usually young, drunk guys—to attempt stupid feats of derring-do in or near the water.

Except for his Gothic appearance, the Swim Reaper appears to live a classic Instagram aspirational lifestyle, doing yoga on the beach, posing next to inspirational platitudes written in the sand, and using lots and lots of hashtags.