HM Coastguard Launches “Coast Clever” Campaign with Comedian Arthur Hill

Comedian Arthur Hill Takes on Coastal Hazards in New Campaign

HM Coastguard has launched its “Coast Clever” summer safety campaign, featuring singer and comedian Arthur Hill, to raise awareness about coastal dangers and how to stay safe. The campaign, aimed at reducing the number of incidents along the coast, includes a new film starring Arthur as he learns first-hand about the risks and the importance of safety measures.

Four Key Coastal Risks Addressed

The “Coast Clever” campaign focuses on four common coastal hazards:

• Tidal Cut Off: Being surrounded by the sea as the tide comes in.
• Offshore Winds: Winds that can blow individuals from the land out to sea.
• Stuck in Mud: Becoming trapped in mud or soft sand.
• Cliff Slips and Falls: The dangers associated with unstable cliffs.

In the campaign film, Arthur Hill meets a Coastguard rescue officer on a small pebbly beach at the base of a cliff. He experiences a simulated rescue as the tide comes in and has to scale nearly 100 metres (over 300 feet) of cliff with the help of a specialist rope rescue team.

“I said I wanted to hang out, but this isn’t what I meant,” Arthur quipped during his ascent. After completing the challenging climb, he admitted, “It was a lot tougher than I thought it would be and I’d quite like it not to happen again.” He received valuable safety advice from Coastguard Rescue Officer Tim, realising the importance of being cautious at the coast.

Rising Incidents and Safety Awareness

HM Coastguard was alerted to over 37,500 incidents in 2023, marking a 12% increase over the last four years. Among these, there were over 2,000 callouts for people cut off by the tide in the past three years. Despite these numbers, a survey by Assenti Research revealed that only 36% of people perceive getting cut off by the tide as a significant risk.

The survey also highlighted that while 74% of people believe they should check tide times before visiting the coast, only 35% did so on their last visit. This gap in safety practices is concerning, especially given that males accounted for 83% of all drownings across the UK in 2023. The campaign specifically targets “lads and dads” to address this issue.

Younger Men Less Likely to Call 999

The survey found that younger men are less likely to call 999 in an emergency. Only 32% of males aged 16-35 would call for help if they saw someone struggling in the water, compared to 45% of males aged 36 and above.

Claire Hughes, Director of HM Coastguard, emphasised the importance of safety, saying, “We want everyone to enjoy our fantastic coastline and beaches this summer. The happiest of memories are always made when you and your loved ones stay safe.”

Arthur Hill also shared his thoughts on the campaign: “It’s brilliant being part of this campaign to help raise awareness about the real dangers around the coast. During filming, I was surprised at how quickly I could see the tide coming in from the safety of the cliff top. The Coastguard rescue teams did a brilliant job of demonstrating what a cliff rescue is like but I certainly wouldn’t want to get caught out and will be checking tide times ahead of my future visits to the coast.”

Tips for Coastal Safety

HM Coastguard offers the following tips to ensure a safe and enjoyable day at the coast:

• Check the weather forecast and tide times before setting off.
• Stay clear of cliff edges and bases due to potential instability.
• Watch out for mud and if stuck, lean back to spread your weight.
• Avoid water sports in offshore winds.
• Inform someone about your plans and expected return time.
• Carry a fully charged mobile phone and consider a personal locator beacon (PLB) for remote locations.
• In an emergency, call 999 and ask for the Coastguard.

For more information on the “Coast Clever” campaign, visit HM Coastguard’s website.