The RNLI ‘Respect the Water’ campaign

Despite the best efforts of the Royal National Lifeboat Institution’s volunteer crews and lifeguards –  Did you know that around 150 people still lose their lives around the UK coast each year, and around 80% are men?

….And are you aware that cold water shock occurs in water less than 15 degrees, but the average UK sea temperature is just 12?

Denise Cobb (Brighton and Hove Mayor), James Haskell (Wasps and England Rugby Player) and RNLI volunteers Supporting Respect the Water campaign. Picture by Brighton Togs http://www.brightontogs.com

You may also be surprised to know that just one metre cubed of water weighs a tonne, and that is not a lot of water. Although as water safety professionals some of this may seem obvious, our research shows that many of those most at risk underestimate such facts, and therefore put themselves in situations of increased and unnecessary risk.

These findings underpinned a new RNLI coastal safety campaign called ‘Respect the Water’ last summer to help raise awareness about dangers of drowning and general risks around the coast. The campaign was piloted in the South-East of England during August and was launched in Brighton by England rugby star James Haskell who kindly gave his time for free to support the RNLI.

The campaign consisted of traditional outdoor posters and PR activity, but also a combination of radio adverts, digital banners and specially designed pint glasses and beer mats to warn about the dangers of drinking and swimming. An experiential road show visited three key locations and included a custom built ‘tonne of water’ and water filled punch bag to engage with adult men, those who are most at risk of drowning.  The campaign used facts, real stories and local content to it interesting and relevant, challenging that alpha male bravado which is often associated with keeping safe around water. Even though you are tough and strong, could you push yourself against a tonne of water, or how long could you fight against the water, the opponent that will never tire?

Pictured L-R: Denise Cobb (Brighton and Hove Mayor) and James Haskell (Wasps and England Rugby Player). They were today supporting Respect the Water. Picture by Brighton Togs www.brightontogs.com

We are proud to announce the pilot won three prestigious DMA awards (Direct Marketing Association) in December, with gold for best use of experiential, two bronze for best media strategy and best use of copy, and a nomination for best creative solution. The campaign was completing against international brands such as Virgin Holidays, 02, Honda, Unicef, Unilever, EE and IBM to name a few, so we are delighted with such recognition so early on in the development of the campaign.

The plan for 2014 is to increase coverage to a national scale around the coastline of the UK, with focused activity in up to ten locations identified by the RNLI as areas of significant risk and a high number of incidents.

Written by: Ross MacLeod, Coastal Safety Manager (Marketing), the Royal National Lifeboat Institution.

NWSF News & Updates August ’13

England rugby star James Haskell launches RNLI Respect the Water campaign
The RNLI launched a new drowning awareness and water safety campaign – ‘Respect the Water’ – in Brighton during August. The campaign, was launched by England Rugby International and London Wasps flanker James Haskell, and was trialled throughout August in Sussex, Kent and Hampshire aiming to highlight the risks around the coast, with the long-term goal of reducing the number of incidents and fatalities. To highlight the need for the campaign, the charity has revealed some key statistics about coastal fatalities:
– Around 150 people die around the UK coast each year – that’s more than those killed in cycling accidents.
– Six times more men drown around the coast each year than women.
– Key causes of coastal drownings are rip currents; cold water shock; slips, trip and falls; alcohol and fatigue.
– Cold water shock can occur in any temperature below 15 o C. The average sea temperature in the UK is just 12o C.
The campaign, which offers key safety tips, has a particular focus on men aged 25-65, as this demographic represents the biggest number of fatalities.
Key causes of coastal fatalities in the UK are: rip currents; cold water shock; slips, trip and falls; alcohol and fatigue.
For more information and safety tips go to: http://rnli.org/NewsCentre/Pages/England-rugby-star-James-Haskell-launches-RNLI-Respect-the-Water-campaign.aspx

Calling all divers! Help compile the 2013 BSAC’s Annual Incident Report and contribute to a research project…..

BSAC’s Annual Incident Report 2013 deadline fast approaching
The closing date for incident submissions for BSAC’s Annual Incident Report is 14th October 2013.
Every year, BSAC compiles a comprehensive Annual Incident Report to aid diver safety by sharing information and allowing all divers to learn from the reports of others.
The reporting year runs from 1st October to 30th September each year to fit with both the diving season and to allow compilation of the report in time for publication. It is important that all reports are submitted as soon as possible in order to be included in this year’s report and so we would remind all members to submit reports for any incidents, occurring between 1st October 2012 and 30th September 2013, by Monday 14th October. The data provided by in BSAC’s Annual report is also used by the WAter Incident Database, and contributes to the Annual UK water related fatality reports. About WAID: http://www.nationalwatersafety.org.uk/waid/index.asp
Incident Report Form: Copies of an electronic Incident Report Form are available for download (where you can also download copies of previous reports) Please note that all reports are treated in strictest confidence and reassurance that names and other identifying characteristics are not included in the published report.

Divers called on to help RNLI with safety research
Divers and dive instructors are being called on to help lifesaving charity the Royal National Lifeboat Institution (RNLI) with important research into participation and attitudes to risk and safety in the sport by taking part in an online survey. Last year alone, 314 diving incidents were reported to the British Sub-Aqua Club (BSAC).
With the support of BSAC, the RNLI, in partnership with the British Diving Safety Group (BDSG), is asking divers and dive instructors in the UK to take ten minutes to complete an online survey, which looks at their reasons for participating in diving, how often they take to the water, preferred methods and locations, experience and training, awareness of possible hazards and use of safety measures.
The findings will be used to help the RNLI and BDSG develop tailored and relevant safety messages for the diving community, to help make the sport even safer. Launched on 27 August, the survey run for nine weeks, during which time anyone who dives in the UK – no matter how often or what level of experience, can take part. Take a few minutes of your time to support this valuable research and complete the survey at http://www.rnlidiving.substance.coop

Invitation for all Hire Boat Operators to Attend Open Forums – to improve safety
The UK’s inland waterway navigation authorities are inviting boat hire operators and other interested parties to participate in a general review of hirer safety, and especially to attend regional open forums across the UK. These are the key questions at the top of the review –
How safe is hire-boating?
What are the biggest risks?
What, if anything, should we do to reduce them?
The review, which is limited to self-drive, powered hire boats, with or without overnight accommodation, has the intention of striking an appropriate balance between the roles and responsibilities of the navigation authorities, hire operators and hirers in ensuring hirer safety.
The outcomes will influence the Boat Safety Scheme (BSS) standards for hire boats, which were last reviewed in 2002, as well as ensure that safety-focused licensing conditions for hire boat operators are proportionate. By the end of the event, participants will have:
– Shared their knowledge and experience of hirer safety
– Had the opportunity to influence the BSS hire boat requirements and navigation authority hire boat licensing conditions relevant to hirer safety
– Helped to define the roles and responsibilities that the navigation authorities, hire operators and the hirers themselves have for safe boating
To find out more about the hirer safety review and, if you are a hire operator to find the link for the event booking form go to http://www.boatsafetyscheme.org/hirer-safety-review-2013 .

150 Incidents in three months: Do you know how to operate your Personal Water Craft?
In the past three months, HM Coastguard has seen an increase in the number of calls about jet skis or personal water craft (PWC). From 1st May to 1st August 2013, the number of incidents logged on HM Coastguard’s database totalled more than 150. These ranged from mechanical issues, running out of fuel or even concern that PWCs were too close to swimmers. In comparison to the same period last year (2012), HM Coastguard recorded 95 incidents. Chris Turner, HM Coastguard’s National Liaison Officer for Jet Skis and PWCs, said:
“You need to make sure you know how to operate these powerful machines. The last thing you want is to find yourself in the water after being thrown off. This is also why we always recommend that you wear a buoyancy aid and ensure you’re using a kill cord, so if you end up in the water, the engine will stop. It’s also worth taking with you a hand held VHF radio, so you can contact the Coastguard if you get into difficulty. A Personal Locator Beacon ( PLB) may be useful for more remote locations, along with mini flares and a charged mobile phone. Jet skis and PWCs have gone too fast and too close to shore. This is a concern to us as it’s putting swimmers and other beach-goers in danger. The advice is simple. Check if any bylaws are in place, stick to them and be respectful of others in the water. If you see anyone in difficulty at the coast, call 999 and ask for the Coastguard.” http://www.dft.gov.uk/mca/mcga07-home/newsandpublications/press-releases.htm?id=F6E274551527E6F7&m=8&y=2013

The 2013 RoSPA National Water Safety Seminar: “Risk research and reality: empowering local prevention” is to be held on October 17th, at The Lowry, Salford Quays.
Organised by RoSPA with the National Water Safety Forum (NWSF), the RoSPA National Water Safety Seminar is recognised as the key annual multi-discipline update event for UK water safety professionals.
Opening with the introduction of the UK’s first water safety and drowning strategy, the seminar provides a mix of conference style learning updates, multiple topic tracks, and outdoor workshops – aiming to inform and resource you in your own role. For further information please contact : events@rospa.com