A new radio advertisement promoted by the Irish Water Safety Association is to highlight the risks of water-based activities in an attempt to reduce fatalities.
More than 60 people, most in their 20s, drown in Ireland every year. Some 30 have died so far this year. Mr Michael Kemp, chief executive of the Irish Insurance Federation, which is sponsoring the advertisement, said that changing attitudes to water safety was as important and as difficult as improving road safety.