The RNLI, with the support of other agencies, are urging families in Wales to take simple safety precautions ahead of a potentially busy summer half term.
The charity is focussing its safety campaign around Whitmore Bay in the Vale of Glamorgan - the busiest of the RNLI's 32 lifeguarded Welsh beaches over the past two summers.
Last year RNLI lifeguards assisted in 200 incidents involving missing children on the beach.
One of the main targets will be to reduce the number of incidents involving lost children, but there are also plans to tackle anti-social behaviour and enforcing the no drinking zone on the beach.
"The RNLI is not insinuating Whitmore is a particularly dangerous beach...However the RNLI was shocked to see such a notable number of incidents which are so very easily preventable. There are some very simple steps people can take to ensure they can enjoy the beach safely." - Nicola Davies, RNLI