Coastal fatality figures released today by the Royal National Lifeboat Institution (RNLI) show 31 people lost their lives around the south west coast last year. The number of near-fatal incidents was higher still, with the RNLI’s lifeboat crews and lifeguards in the south west saving 134 lives in 2015.

The figures are released as the charity enters the third year of its national drowning prevention campaign, Respect the Water, which aims to halve accidental coastal deaths by 2024.

The campaign is targeted at adult men, who account for by far the most incidents. Last year saw an increase in the number of men losing their lives at the coast. Between 2011 and 2014 men accounted for nearly three-quarters (71%) of coastal deaths in the south west but, in 2015, this increased to 90%.

A surprising trend is that around half of the people who die at the coast each year never planned to enter the water. Of the 31 deaths at the south west coast in 2015, over half (52%) were people who did not intend to get wet – people taking part in activities such as coastal walking, running, climbing or angling. In fact, coastal walking and running alone accounted for nearly a quarter (23%) of last year’s coastal deaths in the region.

Phil Bindon’s son Mike was lost at sea in 2014, aged 23, after being swept in by an unexpected wave at Polzeath in Cornwall. Phil and his daughters Katie and Jenny are sharing the story of their personal tragedy, to warn others of the power and unpredictability of the water.

Phil says: ’I want people to learn from Mike’s death and understand how dangerously unpredictable the sea can be. Accidents like this can happen to anyone.’

Over the past five years, 164 lives have been lost at the south west coast – an average of 33 each year.

The RNLI is aiming to halve the number of coastal deaths by 2024 and is this year renewing its warning to people about the dangers of cold water, slips and falls, rip currents and waves.

UK-wide, the number of lives lost at the coast reached a five-year high last year, with 168 lives lost. The Respect the Water campaign will run throughout the summer on channels including cinema, outdoor, radio, online, and, for the first time, on catch-up TV channels.

The charity is asking people to visit RNLI.org/RespectTheWater where they will find information on how to stay safe.