The National Water Safety Forum launches new Respect the Water campaign

The UK’s National Water Safety Forum has come together to launch its first ever campaign, Respect the Water, in response to the World Health Organisation (WHO) call to ‘do one thing’ to prevent drowning ahead of the second ever United Nations (UN) World Drowning Prevention Day on Monday 25th July.

Created by krow, part of The MISSION Group, the campaign focuses on who to call if you see someone struggling in the water, reminding the public that for inland locations you should call 999 and ask for the Fire and Rescue Service, but for coastal locations you should call 999 and ask for Coastguard.

Make the Right Call, Call 999

The RTW campaign goes live on July 25th with the advert broadcasting live during ITV’s biggest shows throughout the day to reach as many people as possible during what is peak months for drowning, with 42% of accidental drownings happening during June, July & August. This initial activity will be followed up with targeted advertising in high drowning areas using catch up TV, outdoor posters and social media. There will also be a significant PR push to secure media coverage during the campaign to amplify these important messages to the public at the height of summer.

"We’ve all read heart breaking reports – Not knowing what to do, someone jumps into the water to save another person but ends up in need of rescuing, or worse. With this campaign, we bring to life the inner struggle that people face before they decide to jump in, encouraging them to stop and think. To make the right call and call 999."

Executive Creative Director, Krow Group

Darryl George

"Making the right call can mean the difference between saving one life or the loss of two or more. This campaign provides clear lifesaving advice in those crucial moments during a key drowning risk window. It reflects our collective efforts to ensure that Respect The Water provides trusted, authoritative and consistent advice from all involved in UK drowning prevention."

Head of Road and Leisure Safety, ROSPA, and Executive member of National Water Safety Forum

David Walker

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