IT takes all sorts to become an Instagram star these days.

The latest social media celebrity is one of the weirdest yet though - the Grim Reaper.

9 The latest Instagram star is one of the weirdest yet - the Grim Reaper Credit: Swim Reaper

The black-cloaked character of death has been taken on by Water Safety New Zealand to warn people about the risk of drowning in the run-up to summer.

Known as the "Swim Reaper" on Instagram, the character can be seen carrying a surfboard, playing volleyball, and even acting as a lifeguard in darkly funny holiday snaps.

The campaign was set up as a way of reaching at-risk young men, aged 15 to 30.

Despite only making up 14 per cent of the population, young men account for around a third of all fatal incidents annually in New Zealand.

9 The black-cloaked character of death has been taken on by Water Safety New Zealand to warn people about the risk of drowning Credit: Swim Reaper

What started as a small national campaign has gained worldwide attention though - with the account attracting more than 94,000 followers.

The tagline for social channel is "Swim dumb and you're done" — and it hopes to engage more young men in its message than traditional methods.

Jonty Mills, CEO of Water Safety New Zealand, said: "A lot of these drownings [of young men] are what we would describe as preventable fatalities.

"Lives would be saved if young males simply made smarter decisions around water."

9 The character is known as the 'Swim Reaper' on Instagram

9 The Swim Reaper is warning people about the risk of drowning in the run-up to summer Credit: Swim Reaper

9 The character can be seen carrying a surfboard, playing volleyball, and even acting as a lifeguard in darkly funny holiday snaps Credit: Swim Reaper

He continued: "However, this audience can react badly to being told what to do – it is a struggle to get positive safety messages through to them.

"Through the Swim Reaper's dark humour, he illustrates the deadly consequences of making bad decisions around water."

9 The campaign was set up by Water Safety New Zealand but has since gone global Credit: Swim Reaper

9 Young men account for around a third of all fatal drowning incidents annually in New Zealand Credit: Swim Reaper

9 What started as a small national campaign has gone on to attract more than 94,000 followers Credit: Swim Reaper

9 Through the Swim Reaper's dark humour, he illustrates the deadly consequences of making bad decisions around water Credit: Swim Reaper