Holidaymakers in the Norfolk seaside resort of Cromer are being encouraged to give financial support to help pay for the lifeguards there in the future.
It is a busy time for the emergency services as ten of thousands of people are expected to flock to the beaches for the last bank holiday weekend of the summer.
Cromer is the first place in East Anglia where the public is being asked to help with funding and the target this year is £32,000.
North Norfolk council pays for most of the lifeguard's salaries but it's funding for the equipment and training that the RNLI want the public's support for.
- Click to watch a report by ITV News Anglia's Malcolm Robertson