Respect the Water – the RNLI’s safety campaign – launched throughout the UK and Republic of Ireland this Summer. The campaign was bigger than ever, with thought-provoking adverts in cinemas, on radio, the web and in the press, all in the name of drowning prevention. It’s a key part of the RNLI’s mission to halve the number of coastal drownings by 2024.

Our research has revealed who is most at risk – adult men – and why they have been getting into danger. So the campaign included safety messages focused on three critical issues: cold water shock; currents, waves and tides; and slips, trips and falls into the water. It all served as a reminder that British and Irish seas are dangerously unpredictable.

It’s not all about the adults, though. More than 55,000 youngsters got Beach Smart this Summer, thanks to a free RNLI safety pack full of tips on catching waves and what to do if they get into trouble in the surf. Children also took part in free Swim Safe sessions with the RNLI and the Amateur Swimming Association (ASA).