A new campaign has been launched after a report revealed 29 people accidentally lost their lives around the north of England coast last year.
The figure is the highest in four years and now the RNLI has launched a major drowning-awareness campaign, Respect the Water, warning people to stay safe this summer.
Over the past four years, 90 people have died around coasts of the north of England.
The figures show a clear gender divide, with two-thirds adult men.
Michael Avril, RNLI community incident reduction manager for the north of England, said: “With more people losing their lives at the coast each year than are killed in cycling accidents, we’re trying to make people, particularly men, realise that they are at risk from drowning if they don’t follow some basic but important safety advice.”