A new campaign is stressing the importance of staying safe at the seaside.

It comes as summer draws closer and beaches start filling up due to the warm weather.

And it follows a tragic incident at Durdle Door last week where a five-year-old girl died after being swept out to sea.

The RNLI has teamed up with Buy Wise Be Safe, a group offering advice on keeping young children safe, for the water safety campaign.

Tom Hutchinson from BWBS said that while occurrences of drowning remained rare, they still accounted for more fatalities among under fives than any other unintentional injury.

"For every nine children taken to hospital due to a drowning incident, one is tragically killed," Mr Hutchinson said.

"The statistics relating to drowning demonstrate how unforgiving water is and how dangerous it can be.

"We believe more can still be done to drive down the number of nought-to-five-year-olds that suffer drowning incidents. That's why BWBS is helping parents and carers with free, practical water safety tips."

He added: “Thank you to the RNLI for partnering up with us to ensure our water safety advice is second to none."

Every day this week water safety messages will be shared on www.buywisebesafe.org.uk and via the group's Facebook and Twitter channels.

For more information contact admin@buywisebesafe.org.uk or call 01726 218768.