THE RNLI is running a new campaign in the South West aimed at informing dog owners about keeping themselves and their dogs safe while walking on the coast.

And today the first star of the initiative is being revealed.

The #RNLITopDog campaign ran at the Royal Cornwall Show in June and offered dog owners the chance for their canine companions be featured in the RNLI’s new dog safety messages.

The first campaign picture, featuring a cavalier King Charles called Dash, starts going out across social media today.

The poster asks dog walkers to ‘take the lead’. The RNLI advises owners to always keep a dog on a lead when walking close to cliff edges. If they fall, do not go after them.