A NEW campaign has been launched to reduce the number of life-threatening incidents on the east coast.

The Maritime and Coastguard Agency said there were 12,500 incidents on the British coastline last year.

It has launched Sea Smart 2002 as a way of reducing the figure.

The campaign will focus on promoting beach and sea safety messages to parents of young children.

HM Coastguard statistics show that 174 potentially fatal incidents involved youngsters under the age of 12, who were cut off by the tide.

The survey also showed that most parents do not keep an eye on their children at the beach or recognise the dangers.

Dave Cammish, deputy launching authority at Redcar Lifeboat Station, east Cleveland, said: "It is a big problem nationally, and when we looked at our figures for last year, more than three quarters related to people or pleasure boats.

"What has disappointed us most over the past few years is the number of people who get themselves into difficulties and put themselves in life-threatening situations, when there is so much free advice available."

Peter Dymond, head of search and rescue for the Maritime and Coastguard Agency, said: "Dangers on the coast are often hidden and if you can remember some simple safety rules, you could well save your own, or somebody else's, life."

The service says anyone seeing a person in trouble should dial 999 for the coastguard.

* Visit www.seasafety.org.uk