We launched a new film with HM Coastguard featuring Akinfenwa, to highlight the hidden dangers of the coast and urging the public to stay ‘Coast Clever’ ahead of half term. Coastguard is called to around 36,000 incidents each year – with peak times happening in the summer, bank holidays and half term time. This figure has increased by 50% in 4 years, with 24,000 incidents reported in 2018.

The campaign comes on the back of a survey commissioned by HM Coastguard which shows that although 72% of people know that they should check tide times before they set out for a walk at the coast, only 33% claim that they do, highlighting the difference between knowing and doing.

The film features Adebayo ‘The Beast’ Akinfenwa, as he shows the viewers some of the most common pitfalls around the coast – the cliffs, the mud and the tides. Widely known for his physique, and being football’s strongest man, Akinfenwa highlights how even the strongest people can’t underestimate the coast.