New Coastguard video warns drinkers of the dangers of cold waters

The hard-hitting 40-second video, which was commissioned by the Maritime & Coastguard Agency, targets young men between the ages of 18 and 29.

The MCA hopes that the video, entitled Cold Water Kills, will help to reduce death by drowning in the UK.

Coastguard statistics reveal that on average about 50 people die of alcohol-related drowning around the coast of the UK each year.

A spokesperson from the MCA said: ‘Even if the weather is warm, the waters around the UK remain extremely cold throughout the year.

‘If you fall into the water, you are likely to suffer from cold-water shock – your breathing increases uncontrollably, meaning that you are more likely to take water into your lungs and drown.

‘If you see anyone in trouble at the coast, call 999 and ask for the Coastguard.’