Globally, men are more prone to engage in high-risk behaviours, which can shorten their life expectancy compared with women. 1 Furthermore, men die by drowning at twice the rate of women. 2 As such, drowning prevention campaigns have often focused on finding ways to change men's attitudes towards water safety and particularly the use of lifejackets, personal protective equipment that play key roles in preventing drowning. 3 Specifically, water safety education campaign designers in Western nations have often attempted to appeal to men's masculinity (eg, Ref.4, and especially their roles as fathers and providers, in efforts to decrease men's drowning rates by encouraging lifejacket use (eg, Ref.5,6. Such campaigns have focused almost exclusively on the traditional, heterosexual ideals of masculinity, also referred to as hegemonic masculinity. In this commentary, we argue that if high rates of fatal drowning among males are to be reduced, it will be important for water safety education campaigns to engage with a gender transformative approach to include a broader range of masculinities.