By teens, for teens: Essex Fire Cadets lead new water safety campaign

Essex County Fire and Rescue Service (ECFRS) is launching a new water safety campaign aimed at teenagers - created with the help of its own teenage cadets.

To mark World Drowning Prevention Day on Friday 25 July, the fire service will release the first in a series of short videos on social media, designed to reach young people and speak to them in a voice they recognise and understand.

Every summer, too many young lives are lost to preventable water incidents. The fire service hopes that by using relatable, peer-led messaging, they will engage teenagers in a way that sticks and helps them stay safe when it matters most.

“This campaign speaks directly to teenagers, by teenagers,” said Andrea MacAlister, Head of Prevention at ECFRS.

“We wanted to create content that feels authentic and relatable, something that teens might actually watch and share. It’s about showing them the risks, giving them the power to make the right call and how to be a good friend when it really counts.”

Many teenagers are given more independence over the summer and during hot weather, young people typically spend more time near open water. Parents, grandparents, and carers can play a key role in helping reinforce these vital safety messages.

ECFRS encourages families to:

• Start a simple conversation about the risks of swimming in open water
• Watch the Reels together: they’re short and designed to spark discussion
• Encourage teens to speak up if something doesn’t feel safe. Real friends look out for each other

These small, proactive conversations can help prevent tragedy and support teens in making safer choices when they’re out with friends.