The spate of drownings, rescues and incidents on beaches and waterways in Otago and around the country in the past week has been shocking.
It feels as if the bad news is everywhere we turn - filling our newspapers, television screens, digital devices and radio waves.
What makes it seem even worse is that the tragedies are unfolding during what should be a fun-filled Christmas and New Year holiday period, when family and friends come together to celebrate, to relax, and to enjoy the wonderful aspects provided by a southern hemisphere island nation Christmas: sun, water, the great outdoors.
It seems so unfair, so appalling, so unimaginable that such happy occasions should turn into the ultimate nightmare; that families' pain should be relived each year, forever casting a shadow on this festive time.
The deaths touch us all, for we are aware they could be any one of us.
It does not feel appropriate to play the blame game, but it does seem important to acknowledge and address the issues in the hope individuals and communities can help turn the tide.
Drowning is the third-highest cause of accidental death in New Zealand.
The drowning toll for the year has now topped 100 - the average number of drowning deaths on any given year.
Last year the toll was 90.
People die while swimming, fishing, boating, kayaking, jetskiing, waterskiing or crossing rivers.
People also die trying to save others in trouble in the water.
Of course it is not possible to mitigate entirely against accidents.
That is the fragile nature of life.
Some people die despite taking precautions, despite heeding the safety messages, despite doing the best to safeguard themselves and their loved ones.
But - and it is a big but - the simple fact is too many drownings are preventable.
That is an appalling waste of life.
The frustration of surf lifesavers, coastguards and emergency service workers is evident as they witness reckless behaviour, risk themselves to help others, or are affected by the emotional aftermath where a rescue hasn't been possible or successful.
Although there is currently something of a perfect storm (warm water, hot sunny days, prime time holiday season and low petrol prices making more people mobile and likely to visit holiday water spots) there are basic rules everyone can remember to keep themselves, friends and family safe.
First must be to ditch the attitude.
Men are the worst when it comes to underestimating the conditions and overestimating their ability.
Second is to play by the rules.
Don't drink when taking part in water-related activities. Swim in patrolled areas, wear life jackets on boats and other craft, and wear appropriate swimming attire.
Third is to be vigilant.
Always monitor children around water.
Be aware of those in your group who are less competent in the water.
It may be families need to devise some of their own water safety "rules'' around, for example, numbers of people in the water at any one time - especially if children outnumber adults in a group.
And, as a society, it may be time to reconsider water safety teaching - in schools and to adults - and the resources that are provided.
Many school and community swimming pools have fallen victim to high maintenance costs. Is that lack of investment in facilities costing us lives?
Sometimes - and particularly at this time of year - it may feel like we live in a society presided over by the fun police (don't go near water because of the drowning risk, don't go out in the sun because of the cancer risk, don't drive lest you become a road toll statistic).
But when fun can turn to tragedy in the blink of an eye, it is surely remiss not to be aware of the dangers.
It is vital to educate youngsters about the risks, to learn from our own and others' experiences, and to treat the water with respect and an ever wary eye.
