Young Men Target of Drowning Campaign

A new film which targets 18 to 29 year old men with a message about the dangers of cold water shock has been launched by the U.K. Maritime & Coastguard Agency (MCA). The new 40-second film aims to highlight the dangers of jumping or falling into water, especially after drinking. 

The MCA commissioned the film in a bid to reduce drowning fatalities across the U.K. Coastguard statistics reveal that on average around 50 people die of alcohol-related drowning around the coast of the U.K. 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 harbor sides to dares from friends that have gone wrong.

The film delivers a hard-hitting message which is designed to make people think twice before entering the water. Young males are most at risk, and the film is heavily targeted towards them.

Even if the weather is warm, the waters around the U.K. remain extremely cold throughout the year. If a person falls into the water, they are likely to suffer from cold water shock. This results in the person’s breathing increasing uncontrollably, and they are therefore more likely to take water into their lungs and drown.