I am of an age that I can remember public information films made by the Central Office of Information.
I was taught to cross the road by Kevin Keegan.
I remember it was Jimmy who threw his frisbee into a pylon, so we understood the danger of substations.
And it was the Spirit of Dark and Lonely Water who warned us about still water.
I remember all of this decades later, especially that cloaked figure, because it terrified me.
It is a difficult task, running a campaign that is memorable enough to make a child hesitate and see the risks around them.
At the start of the holidays, I joined the Port of London Authority to launch their campaign, 'See the river, See the risk', which will hopefully do just that.
The Thames and the docks are part of everyday life, but they can become dangerous very quickly and present unique risks.
They are workplaces; the docks are industrial spaces with open wharves and causeways.
In the heatwaves that keep coming, the water looks all the more inviting, but the cold shock of the water and the fast currents pose significant threats.
The Royal Life Saving Society has reported an 80% increase in child deaths related to drowning over the last five years.
That is almost twice as many families suffering the ordeal of the death of their child.
We must do more.
Young people need a good understanding and clear guidance that feels relevant to the places they actually spend time.
The London Fire Brigade hosted a water safety information event in Gallions Reach to give out information to families; it was good to see so many people there.
Knowing what to do if you or your friend ends up in the water is essential.
If you are in difficulty in the water, fight your instinct to splash.
Float on your back, with your arms out wide and stomach pointing up to the sky.
Move your hands and feet gently.
Control your breathing and shout for help.
If you see someone in the water, call 999.
Encourage the person in the water to float on their back, throw them something that floats like an orange safety ring buoy, and keep them in sight until the emergency services arrive.
Speak to the young people in your life; having a conversation about the dangers of the water could make all the difference.
- James Asser is Labour MP for West Ham and Beckton.
Share