RESPECT the water! That’s the message from rescuers to people heading to the Jurassic Coast this summer as a new safety campaign is launched.

Traditionally promoting safety messages among mariners, the RNLI is now attempting to reach out to all locals and visitors planning to enjoy the coast and sea to warn them of the dangers and get them to use safe practices.

While beautiful, the Dorset coast can be a dangerous place including steep-shelving beaches, isolated areas which can get cut off by the tide, and crumbling and fragile cliffs.

And whether it be dog walkers, beachgoers, people taking to the sea on stand-up paddleboards, kite surfers or holidaymakers planning a walk along the cliffs, it is hoped to try and get the message out to all.

The Weymouth Lifeboat Area Community Lifesaving Plan has been developed over the past few months and a team of eight volunteer safety advisers have been recruited to deliver the plan which covers an area extending roughly from St Alban’s Head to West Bay.

Advisers will be conducting talks, making visits and distributing leaflets at various sites including holiday parks and campsites, hotels, pubs, and even veterinary surgeries.

Community Safety Officer Clive Edwards heads the team of volunteer safety officers based along the coast.

They will be urging people to ‘Respect the Water’ – the RNLI’s national drowning prevention campaign which highlights the risks, helps people to avoid them and gives advice to keep people safe.

Former auxilliary coastguard and Lyme Bay National Coastwatch Institution station manager Mr Edwards said: “We are extending the campaign not just to cover boaters but everyone coming to the coast.

“The idea is to try and prevent the number of deaths caused by drowning or cold water shock.”

Mr Edwards said the aim is to target not only the various activity-focused clubs – whose members are usually among the more aware and safety-conscious – but particularly holidaymakers, day-trippers and other visitors who are often among the most vulnerable as they don’t often know about the tides and unstable cliffs.

He added: “The only way that these aims can realistically be achieved is by getting the support and co-operation of those at the tourism coalface – hoteliers, campsite operators, tourist attractions, bar staff at pubs and restaurant staff.”

The RNLI provides a wealth of advice targeting specific types of activity.

It also provides useful safety items such as waterproof mobile phone wallets and floating key-rings which are available free of charge to organisations such as harbourmasters offices, chandlers, fishing tackle shops, hotels, campsites and cafés.