This harrowing challenge to hold your breath shows the dangers of cold water
How long can you hold your breath in cold water?
A charity has launched a campaign (#respectthewater) to raise awareness of the dangers of water after it was revealed that the number of people killed off the UK coastline reached a record number last year.
The RNLI said some 168 people died in 2015, the highest number in five years, while 385 others were rescued in near-fatal incidents. Over half (52%) of the dead were people taking part in activities such as coastal walking, running, climbing or angling.
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RNLI coastal safety manager James Millidge said the figures suggest people are "not taking enough care" along the coastline.
The campaign features a POV video of a man in the water near the coastline. An off camera voice says "So, how long can you hold your breath?"
The man dives in cold water for a few seconds but starts panicking and frantically tries to swim.
After a few failed attempts, the man fails to breathe and dies. "On land, you would've have survived this as the average person can hold their breath for 45 seconds, in the water you might not last 10. Even on a warm day, cold water shock can leave you helpless," says the voice.
On the campaign's website, users can also take up an interactive challenge to check whether they know what to do if you fall into the water.
"People often don't realise how cold our seas can be. Even in summer months the sea temperature rarely exceeds 12C (54F), which is low enough to trigger cold water shock," Millidge said.
"If you enter the water suddenly at that temperature, you'll start gasping uncontrollably, which can draw water into your lungs and cause drowning. The coldness also numbs you, leaving you helpless, unable to swim or shout for help."
"If you're planning to get into the water be aware that, even if it looks calm on the surface, there can be strong rip currents beneath the surface, which can quickly drag you out to sea.
"The sea is powerful and can catch out even the strongest and most experienced swimmers."
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