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New figures reveal 29 people lost their lives around the north England coasts last year – the highest number in four years.
The number of near-misses was even higher, with 52 lives being saved by the RNLI’s lifeboat crews and lifeguards in the north.
The charity's launching a major drowning awareness campaign, Respect the Water, warning people to stay safe this summer.
The campaign targets key locations, including Blackpool, where there have been eight coastal fatalities in the last four years.