RNLI launches Float to Live campaign for 2026
The RNLI is urging people to remember its lifesaving Float to Live advice as millions prepare to visit the coast and open water this summer.
The RNLI has launched its Float to Live campaign for 2026, reminding people of the simple technique that could save their life if they get into trouble in the water.
The charity says new research suggests an estimated 48.97 million people will head to the coast at least once over the summer.
With sea temperatures still extremely cold at this time of year, the RNLI is warning that cold-water shock remains a serious risk and is urging people to remember what to do if they suddenly find themselves struggling.
Bob Taylor, Bridlington RNLI volunteer Water Safety Officer, said: “We know that there will be a huge amount of people visiting open water and the coast over the coming months and we want everyone to remember our Float to Live advice.
“Instinctively, most people who find themselves struggling in the water will begin to panic, swim, or thrash about.
“We’re urging people to ignore this instinct and remember to float: tilt your head back, with your ears submerged. Relax and try to breathe normally. Move your hands and legs to help you stay afloat if you need to. It’s fine if your legs sink — we all float differently.
“By doing this, you give yourself the chance to rest and recover your breathing. Once you’ve regained control of your breathing, you can call for help or swim to safety.”
Award-winning adventurer and TV personality Jordan Wylie MBE is supporting this year’s campaign.
He said: “If you remember one thing this summer when heading to the coast or open water, make sure it’s the RNLI’s Float to Live advice. This simple technique really could save your life if you get into trouble in the water.”
According to the RNLI, there were 193 accidental drowning fatalities in 2024, with 84% of those being male. Men aged 20 to 29 were the highest group for accidental drowning fatalities.
What to do if you get into trouble in the water
The RNLI’s advice is to Float to Live:
- Tilt your head back, with your ears submerged
- Relax and try to breathe normally
- Move your hands and feet to help you stay afloat
- Don’t worry if your legs sink — everyone floats differently
- Practise floating in a local pool if you can
If you see someone in difficulty:
- Phone 999 and ask for help
- Tell them to stay calm and float on their back
- Throw rescue equipment to help them float until emergency services arrive
For more information, visit RNLI.org/Float.