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RNLI says ‘fight your instincts, not the water’ to help stay alive

Lifeboats News Release

New research commissioned by the RNLI has revealed that nearly half (49%) of people in the south west would follow a potentially life-threatening instinct if they fell unexpectedly into water.


The RNLI has launched its Respect the Water campaign

The RNLI is now calling on the public to fight their instincts and remember one simple skill – floating – that could save lives from drowning.

Meanwhile, coastal fatality figures2 released today by the RNLI show 33 people lost their lives at the south west coast in 2016, with nearly a quarter (24%) of those being people who didn’t even intend to enter the water.

Sudden immersion in cold water puts these people at severe risk of suffering cold water shock, which triggers the instinctive but life-threatening reaction to gasp uncontrollably and swim hard, which can quickly lead to drowning. Research commissioned by the RNLI shows nearly half of people in the south west would follow this potentially life-threatening instinct if they fell into water3, with 38% of respondents saying their immediate reaction would be to swim, while 2% said they would panic – two of the instinctive responses the RNLI is urging people to fight. Others said they would do nothing (4%); remove clothing (2%); hold their breath (1%), and 2% said they would not know what to do.

As the RNLI’s national drowning prevention campaign Respect the Water enters its fourth year, the charity is calling on the public to fight their instincts and remember one core survival skill – floating, until the effects of cold water shock pass and you can catch your breath, before then trying to swim to safety or call for help.

Overall, just a quarter (25%) of respondents in the south west alluded to a recommended first course of action, with just 2% knowing specifically to float. Others said they would stay calm (14%); look for something to hold on to (5%); relax (2%); take deep breaths (1%) or catch their breath (1%).

Cold water survival expert Professor Mike Tipton explains: ‘We often rely on our instincts but our instinctive response to sudden immersion in cold water – gasping, thrashing and swimming hard – is potentially a killer. It increases chances of water entering your lungs, increases the strain on your heart, cools the skin further and helps air escape from any clothing, which then reduces buoyancy.

‘Although it’s counter-intuitive, the best immediate course of action in that situation is to fight your instinct and try to float or rest, just for a short time. The effects of cold water shock will pass quite quickly, within 60–90 seconds. Floating for this short time will let you regain control of your breathing and your survival chances will greatly increase.

‘Floating is not an easy skill in cold open water but most people can float, and the air trapped in their clothes as they fall in should make it easier. As little exercise as necessary can be undertaken to help stay afloat. The recommended floating position is to lean back in the water and keep your airway clear. Keeping calm will help maintain buoyancy. Some people find it helpful to gently scull with their hands and kick their feet to keep afloat. The main principle is to do as little as possible until you have control of your breathing. At this point you have a much better chance of avoiding drowning and surviving until you can swim to safety, call for help, or continuing to float until help arrives.’

Steve Instance, RNLI Community Safety Partner for the south west, says:

‘The RNLI’s volunteer lifeboat crews and lifeguards saved hundreds of people from near-fatal incidents in 2016 and rescued thousands more but, sadly, they aren’t able to reach everyone. If people in danger in the water can help themselves initially by floating and regaining control of their breathing, they stand a much greater chance of surviving. Through our Respect the Water campaign, we want to start a national conversation about water safety. We’re asking the public to remember this lifesaving advice, share with others and practice the survival skill of floating – it could be the difference between life and death.

‘For those who are planning to go into the water, the best way to stay safe is to choose a lifeguarded beach and swim between the red and yellow flags, which is the area most closely monitored by the lifeguards. And if you see someone else in danger in the water, fight your instinct to go in and try to rescue them yourself – instead call 999 and ask for the Coastguard.’

The campaign is targeted at adult men, who account for over three-quarters (76%) of the coastal deaths in the south west over the past five years4, although the advice is relevant to anyone who goes near the water.

The Respect the Water campaign will run throughout the summer on channels including cinema, outdoor, radio, online, and on catch-up TV channels. The RNLI is asking people to visit where they will find information on the effects of cold water shock and floating techniques. On social media search #RespectTheWater.

1 Basis research conducted on behalf of the RNLI (nationally representative sample across the UK n=1,000). Figures shown are respondents in the south west, n=100.

2 Records from the National Water Safety Forum’s Water Incident Database (WAID) 2012–2016. RNLI has analysed the data using GIS software to plot and analyse incidents before inclusion in a specific coastal dataset (accident and natural causes only).

3 Respondents asked: Imagine a scenario where you have fallen unexpectedly into a body of water such as the sea, river or canal. What are the very first action(s) you would take to get yourself out of this situation safely?

4 All males except for those known to be under 18. Includes those where age was not recorded.

Notes to Editors

· RNLI spokespeople are available for interview. A demonstration of the flotation technique by RNLI lifeguards is available on request. Please contact RNLI Public Relations on the numbers below to arrange interviews and to talk over any other requests you may have.

· Filmed interview with Professor Mike Tipton, including a demonstration of the floating technique, is available here. This will be available to view and download from Wednesday. This news feature video can be shared online.

· B-roll footage and an additional interview with RNLI Coastal Safety Manager Ross Macleod is available here. This will be available to view and download from Wednesday.

· Images attached with captions. Credit RNLI.

· The RNLI’s campaign will be featured in these cinema adverts – 60-second and 30-second – available for you to download.

· The fatality figures quoted are for water-related fatalities from accidents and natural causes in UK tidal waters. The figures for the south west region 2012–2016 are: 34, 32, 36, 31 and 33.

· In 2016 in the south west, swimming, jumping in and general leisure use of the water accounted for 42% (14) of the deaths, walking and running 18% (6); sailing and boating (powered and manual) 9% (3). Unknown activity was 9% (3).

Media contacts

For more information, please contact Press Officer Carrie Garrad on [email protected]. Alternatively, call the RNLI Press Office on 01202 336789 or email [email protected].


The RNLI has launched its Respect the Water campaign

Key facts about the RNLI

The RNLI charity saves lives at sea. Its volunteers provide a 24-hour search and rescue service around the United Kingdom and Republic of Ireland coasts. The RNLI operates 238 lifeboat stations in the UK and Ireland and more than 240 lifeguard units on beaches around the UK and Channel Islands. The RNLI is independent of Coastguard and government and depends on voluntary donations and legacies to maintain its rescue service. Since the RNLI was founded in 1824, its lifeboat crews and lifeguards have saved over 142,700 lives.

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For more information please visit the RNLI website or Facebook, Twitter and YouTube. News releases, videos and photos are available on the News Centre.

Contacting the RNLI - public enquiries

Members of the public may contact the RNLI on 0300 300 9990 (UK) or 1800 991802 (Ireland) or by email.