A NEW coastguard film is aiming to save the lives of young men.

The Maritime and Coastguard Agency has today launched the ‘cold water shock kills’ film – a ‘hard-hitting’ 40-second film designed to make young people think twice about entering the water.

A spokesman for the MCA said the film targets 18 to 29 year old men with a message about the dangers of cold water shock.

He said: “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.”

He added: “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.

“This 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 this film is heavily targeted towards them.”

The MCA said that even when the weaher is warm, the sea can be extremely cold and falling into the water could lead to cold water shock. This is when the persons breathing increases uncontrollably meaning that they are ‘more likely to take water into their lungs and drown.’

The MCA spokesman continued: “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.”