07 August 2009
A hard-hitting advertising campaign showing floral tributes left to a drowned teenager has been launched this week, to urge young people not to risk their lives by cooling off in reservoirs.
Eight people have tragically drowned in North West reservoirs over the past four years, and water company United Utilities is determined to hammer home the message that reservoir bathing can be fatal.
Ads featuring the striking imagery will be used on the popular social networking site Facebook, targeted at teenagers in reservoir 'hot spots'. Radio ads will run on XFM and Galaxy throughout August, featuring a disturbing account from a teenager who witnessed his friend drown.
New signage is also being installed at the most at risk reservoirs, spelling out the dangers in stark language.
Martin Padley from United Utilities said: "The campaign shows the tragic aftermath of a reservoir drowning, and the lifelong pain it causes family and friends. Although the imagery and accounts in the ads are fictitious, they are based closely on real incidents.
"Reservoirs can seem inviting - particularly on hot days - but cooling off in them can be deadly. The water is so cold that people's bodies can quickly shut down, and even the strongest swimmers can find themselves in difficulties. Hidden currents and ledges can make it extremely hard to get out.
"Our message is simple: stay safe, stay out."
An education film warning of the dangers is available at www.unitedutilities.com/reservoirsafety. Families can also download activity sheets and water safety colouring posters from the site.
RESERVOIRS: THE CHILLING FACTS
- Reservoir temperatures rarely get above 10 degrees, even in summer. They are cold enough to take your breath away, make your arms and legs numb, and induce hypothermia.
- Reservoirs are often extremely deep, with sudden drops you cannot see.
- There may be hidden currents from water pipes below the surface.
- Hidden obstacles, such as machinery for water treatment, broken glass or other rubbish, is commonplace.
- It's hard to get out. The sides of reservoirs are often very steep.
- Invisible algae can often build up at the water edge, producing toxins that cause skin rashes and stomach upsets.
- Reservoirs are often in isolated places. If you get into trouble, there may be no one around to help.