A lifeboat station in Bridlington is urging people to float if they get into difficulty at sea rather than "panic or thrash about".
The Royal National Lifeboat Institution's (RNLI) Float to Live campaign has been launched after recent data revealed 76% of people would not think to do so if they were struggling.
Water Accident Database figures show 486 people accidentally lost their lives at the coast between 2019 and 2023.
Volunteer water safety officer Bob Taylor said: "Most people who find themselves struggling in the water will begin to panic, swim or thrash about. We're urging people to ignore this instinct and remember to float."
Mr Taylor said the water could overpower even the most experienced swimmers and most people who end up in danger did not plan to enter the water during their visit.
Floating advice
RNLI's advice for anyone struggling in the water is to:
- Tilt your head back with your ears submerged
- Relax and try to breathe normally
- Move your hands and feet to help you stay afloat
The charity also advised practising floating in a local pool.
These steps allow the body to rest and recover, Mr Taylor said. Once breathing is controlled, it is advised to call for help or swim to safety.
If someone else is struggling in the water, the charity urges people to:
- Call 999 or 112 and ask for the coastguard
- Tell the person to relax and float on their back
- Throw something buoyant to help them stay afloat
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