RNLI Launch Water Safety Campaign

The Royal National Lifeboat Institution has launched a national 'drowning prevention' campaign to raise awareness of "dangerously unpredictable" waters on the country's coastlines.

The campaign which will be run on radio, outdoor and online will also see two hard-hitting ads screened in Irish cinemas over the summer months, which show the effect of cold water shock on the body and the unpredictability of the water.

Figures released by the charity show an average of 59 people die in Irish waters each year – more than the number of pedestrians and cyclists killed on Ireland's roads.

In 2014 alone, 55 people died by accidental drowning in Irish waterways. The number of near-misses is even higher – last year the RNLI's lifeboat crews around the Republic of Ireland rescued 1,133 people and saved 36 lives.

The RNLI is aiming to halve the number of coastal deaths by 2024 and the charity's national drowning prevention campaign, Respect the Water, is warning people – particularly adult men – to be aware of the dangers of the coastline, as well as the water itself.

Joe Moore, RNLI Coastal Safety Manager for Ireland, says: "We're warning people that if they're going near the water, whatever their activity, they could be at risk and they need to take care. A large number of incidents which happen each year involve people who never even intended to enter the water – slips and falls while walking or running are very common. Unexpected dangers like slippery rocks, sudden waves or unstable ground can catch anyone out.

"The water might look inviting, but it can be dangerously unpredictable, with hazards which can be fatal if not respected."

(MH)