We’ve just launched our new film, which targets 18 to 29 year old men with a message about the dangers of cold water shock. The new 40-second film aims to highlight the dangers of jumping or falling into water, especially after drinking, and reveals some stark dangers.
The MCA commissioned the eye-opening film in a bid to reduce drowning fatalities across the UK; Coastguard statistics reveal that on average around 50 people die of alcohol-related drowning around the coast of the UK each year. Of these, a significant percentage are young men who end up in the water as they make their way home. Each tragic incident has a different cause, ranging from slipping from river banks or harbour sides to dares from friends that have gone wrong.
Even if the weather is warm, the waters around the UK remain extremely cold throughout the year. If you fall into the water, you are likely to suffer from cold water shock – your breathing increases uncontrollably meaning that you are more likely to take water into your lungs and drown.
People who’ve been drinking are more likely to take risks, combining this with a dangerous environment like cold water can be lethal. We’d like everyone to take care near water, make sure they keep an eye on their mates and take a safe route (away from water) on the way home. And remember, if you see anyone in trouble at the coast call 999 and ask for the Coastguard.’
See ‘Cold water shock’ hereCold water shock