THE RNLI is urging people to fight their natural instincts and not the water if they fall unexpectedly into the sea.

As the RNLI's national drowning prevention campaign Respect the Water enters its fourth year, the charity is calling on the public to remember one simple skill that could prevent tragedy: floating.

Sudden immersion in cold water threatens cold water shock, which triggers the instinctive but life-threatening reaction to gasp uncontrollably and swim hard, which can quickly lead to drowning.

Mike Tipton, Professor of Human and Applied Physiology at the University of Portsmouth, explains :"We often rely on our instincts but our instinctive response to sudden immersion in cold water – gasping, thrashing and swimming hard – is potentially a killer. It increases chances of water entering your lungs, increases the strain on your heart, cools the skin further and helps air escape from any clothing, which then reduces buoyancy.

"Although it’s counter-intuitive, the best immediate course of action in that situation is to fight your instinct and try to float or rest, just for a short time. The effects of cold water shock will pass quite quickly, within 60–90 seconds.

Floating for this short time will let you regain control of your breathing and your survival chances will greatly increase.

"The main principle is to do as little as possible until you have control of your breathing. At this point you have a much better chance of avoiding drowning and surviving until you can swim to safety, call for help, or continuing to float until help arrives."

Matt Childs, RNLI volunteer Community Safety Officer, said: " If people in danger in the water can help themselves initially by floating and regaining control of their breathing, they stand a much greater chance of surviving. Through our Respect the Water campaign, we want to start a national conversation about water safety. We’re asking the public to remember this lifesaving advice, share with others and practice the survival skill of floating – it could be the difference between life and death."

The Respect the Water campaign will run throughout the summer on channels including cinema, outdoor, radio, online, and on catch-up TV channels.

Visit RNLI.org/RespectTheWater for more information and search #RespectTheWater on social media.