The RNLI has begun a "Respect the Water" campaign in the West Country. 32 lives were lost on the south west coast last year and it wants beach-goers and surfers to take more care.
The number of people who died along Britain's coast in 2013 was the highest in four years, the RNLI said as it launches a campaign calling on people to Respect the Water.
Figures show that 167 people died in water-related accidents and a further 368 were rescued by lifeguard crews after getting into difficulties.
Cold water shock, rip currents and fatigue were common factors in contributing to accidents at the coast while alcohol played a part in 28 deaths last year.
As the temperature continues to soar RNLI coastal safety manager Ross Macleod called for people to stay safe around the water.
"We really feel that that number is too high and we need to do something about it," he said.
The campaign will be launched in Brighton today by England rugby player James Haskell who said: "This is about being smart and safe when you are there."
The RNLI is celebrating its 190th birthday. The charity has almost 30 lifeboat stations across the South West, which together rescued almost 1,500 people last year.
The lifeboats have improved significantly since these ones filmed to celebrate the 100th anniversary in 1924!
THE RNLI has had to rescue a number of people from its former home on Birnbeck Island in Weston-super-Mare after they got trapped by incoming tides.
The rescue charity recently abandoned the lifeboat station because of safety concerns about the pier.
On Saturday the coastguard alerted the RNLI that a man and his young daighter wewre trapped on the Island. The Operations Manager Pete Holder went to the site and unlocked the slipway gate to allow them to leave.
Shortly after, while still on the Island, Mr Holder noticed a couple of other people making their way off the Island along the shingle bank causeway.
As these people started to reach the mainland he then noticed two more adults together with two very young children and a dog coming towards the Island along the shingle bank from the mainland,
He hailed them and warned them to turn back as the tide was flooding and would soon start to cover the causeway.
They ignored his warnings and they came across the causeway and up the Lifeboat launch slipway carrying fishing boxes and rods. Once again he gave them a warning about the incoming tide and that as the island and buildings were unsafe they could not stay.
He offered to escort them off the Island via the pier walkway. However they decided to leave the island the way they had come.
Unfortunately the shingle bank towards the shore was now separated by the incoming spring tide. Despite numerous shouts by the Mr Holder and others to stop and turn back these were ignored and the adults then entered the water with the children on their shoulders.
At this point the very experienced Lifeboat Manager phoned Swansea Coastguard to call out the lifeboat crew as he feared there would soon be an immediate threat to life for all four of the family and dog if they didn't turn back.
The people continued to wade through the ever deepening water which was now running at more than 2 knots across the shingle bank. As the Lifeboat Crew arrived at the boathouse the casualties were up to their armpits and struggling to reach the mainland.
As the Atlantic 75 lifeboat, still housed at Birnbeck, was made ready to launch they just managed to reach the mainland. There they were met by the police and coastguard to be warned about their behaviour.
Pete Holder said;’ Birnbeck Island is private and trying to get to it should not be attempted even by the most experienced. Why do you think the lifeboat crews now only use the island in emergencies?
The tides around the island are vicious, will catch you out and can kill. These people today came closer to death than they have ever been.’
The RNLI has confirmed it has stopped launching its lifeboats from Birnbeck pier in Weston-super-Mare. The charity has said the Victorian structure is simply too dangerous.
It was closed to the public in 1992 but the RNLI has continued launching. Lifeboat crews have been based on the pier for more than a hundred and thirty years. Robert Murphy reports.
This photograph shows Channel Four's Grand Design's presenter Kevin McCloud and the rest of the team being towed back to shore during the Minehead Raft Race by the Burnham-on-Sea RNLI.
The TV presenter, along with his TV crew, had entered a shore-built craft in the competition and were having trouble in the stiff breeze and travelled backwards.
Two kayakers have been rescued from the Bristol Channel after they were thrown out of their kayaks whilst making the crossing from Steep Holm Island to Brean.
The man and woman had been staying on the island overnight on Saturday and Sunday and were making the crossing this afternoon when they were thrown into the water.
One of them managed to make a 999 call and was able to speak to Swansea Coastguard briefly and give his position before losing signal.
Two lifeboats from Weston-super-Mare RNLI and one from Barry Dock RNLI joined in the search along with an RAF rescue helicopter.
A man has been rescued after floating nearly two hundred and fifty metres out to sea on a lilo. The coastguard was called out from Weston Bay after members of the public sounded the alarm. There were concerns the strong tidal current could carry the man further out to sea.
The RNLI has released its call-out figures for last year. Lifeguards helped nearly 12,000 people - that's down nearly two thousand on the previous year. The RNLI's Flood Rescue Team had their busiest year on record though, deploying 6 times in the West Country.