United Utilities has joined forces with the emergency services to remind people about the dangers of cold-water shock.
The new campaign comes as at least 11 people have died in water-related incidents over the last few days.
The social media videos will also be available for use in schools and follow new data from the National Water Safety Forum, showing that most drownings in the UK happen in inland waterways.
“Tragically, every year when we get a spell of warm weather, there are drownings in waterways across the country and it is heartbreaking to see this loss of life, particularly when many of the victims are so young,” said Jo Harrison, Asset Management Director at United Utilities.
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“Our reservoirs may look like a tempting place to take a dip, but they have hidden dangers, such as cold temperatures, hidden operational equipment, and steep sides which can make it difficult to get out. They are also often in remote locations which makes rescue difficult when people get into trouble. Our message to young people is clear: please don’t take the risk.”
“Don’t take the risk, it’s just not worth it” is the messaging behind the minute-long videos, which also includes advice on what to do if you get into trouble.
“I took horrendous risks as a child, knowing what I now know, I wouldn’t go near, I’ve seen the impact. It could be warm outside, the body of water could be 10C, or colder and that’s when cold water shock kicks in, then it is a race against time,” said Steve Turner, Watch Manager at Lancashire Fire and Rescue Service.
Grant Baxter, a Group Manager at North West Ambulance Service added:
“If you jump into a swimming pool your body can feel a bit of a shock – jumping into open water can be 10 times worse. When people get into difficulty, the clock is ticking, the locations of the reservoirs and rivers mean it can take time for help to arrive and unfortunately it can be too late.”
In recent days water-related deaths have included a 12 year old in Lancashire, a 13-year-old in Halifax, a 17-year-old in Cheshire and a teenager in Rotherham.
“This joint work with United Utilities and partner emergency services is vital in reinforcing the dangers of open water swimming to our communities. Many officers, myself included, have attended incidents involving drowning or serious injury – situations no one should face and that could have been avoided,” stated Lancashire Police Sergeant, Elliot Jones.
“Sadly, we continue to see fatalities and injuries. While warm weather can make a ‘quick dip’ tempting, I urge anyone considering it to first watch this video and reflect on the risks.
“The key message is simple: it isn’t worth it. Think carefully before entering open water, don’t feel pressured to follow others, and parents should ensure their children fully understand the dangers.”
