People heading to the beach this summer are being warned about the risks of drowning at the beach in a campaign launched by the RNLI today.

It comes as the lifeboat service revealed 22 people died in coastal areas around the south east last year with over a third of those people not intending to enter the water.

The charity is launching its Respect the Water campaign, a national drowning prevention scheme warning people the coastline and water can be dangerously unpredictable.

While 22 people died in 2014 there were a further 39 rescues by RNLI lifeboat crews and lifeguards in the region.

Two hard-hitting films are being released as part of the campaign and will be shown in cinemas throughout the UK and Ireland from tomorrow.

One shows how conditions in the water can change extremely quickly overwhelming someone if they are in the water. The second is a breath test video which asks viewers to hold their breath demonstrating the effects of cold water shock.

There have been 134 deaths in the water over the past five years and 33% of victims were taking part in activities such as walking, running, climbing and boating which the RNLI says means they were not likely to be entering the water.

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The campaign is part of the RNLI’s efforts to halve the number of coastal deaths by 2024.

It is warning everyone but particularly adult men – who are shown to be more prone to getting into danger – to be aware.

Guy Addington, the RNLI’s community incident reduction manager for the south east said: “Most people heading for a stroll or run along the coastline probably wouldn’t consider a drowning prevention campaign like this relevant to them as they have no plans at all to enter the water.

“We’re warning people that if they’re going near the water, whatever their activity, they could be at risk and they need to take care.

“Unexpected dangers like slippery rocks, sudden waves or unstable ground can catch anyone out.”

The water is very unpredictable itself and the RNLI is making people aware of the risks attached to cold water and rip currents – which are strong currents that can drag people out of their depths very quickly.

The sea is around 12C and cold water shock which causes uncomfortable gasping and numbs the limbs can set in at 15C or below.

Mr Addington added: “Currents under the surface can overwhelm even the strongest swimmers. They drag people out of their depth so quickly, and if you try to swim against them you’ll become exhausted.

“We want people to enjoy the water but to make sure they respect it. On average 27 lives are lost around the south east coast each year but many of these losses could be avoided if people acknowledge the dangers and follow some basic safety advice.”

For more and to find out where you can attend special safety classes visit www.rnli.org/respectthewater or search #RespectTheWater on social media.