Visitors to the seaside this bank holiday weekend are being urged to fight their instincts to fight the water - as the RNLI launches its 2017 Respect the Water campaign.
The charity wants to halve the number of accidental coast deaths by 2024.
In 2016, 10 people drowned on the East Anglia coastline and 20 had their lives saved. The region's lifeboats were launched 419 times.
Nationally, around 190 die each year while at the seaside and more than half never intended to go into the water.
Temperatures are expected to soar this weekend but tides are also due to be high.
The RNLI believes that if people learn one new skill this year, it could make a big difference: fight the instinct, not the water.
Anyone who finds themselves in trouble in the water is being urged to lie on their back and float for 60 to 90 seconds.
The charity says it will reduce the effects of cold-water shock and increase the chances of survival.