A HARD-HITTING campaign is launched today warning people of the how coastlines and waters "can be dangerously unpredictable".
Eight people lost their lives around the north's coast last year - with almost two thirds not setting out to even enter the water.
Figures released today by the Royal National Lifeboat Institution (RNLI) also show the number of near-misses was even higher last year, with lifeboat crews and lifeguards rescuing 340 people and saving 12 lives in 2014.
The statistics were revealed as the RNLI launches its 2015 national drowning prevention campaign 'Respect the Water', which will include the release of hard-hitting campaign films in cinemas.
The RNLI is aiming to halve the number of coastal deaths in the UK and Ireland by 2024.
The charity's campaign is warning people - particularly adult men - to be aware of the dangers of the coastline, as well as the water itself.
Joe Moore from the RNLI said: "Most people heading for a stroll or run along the coastline probably wouldn’t consider a drowning prevention campaign like this relevant to them as they have no plans at all to enter the water.
"We're warning people that if they’re going near the water, whatever their activity, they could be at risk and they need to take care.
"Unexpected dangers like slippery rocks, sudden waves or unstable ground can catch anyone out."
Mr Moore added: "We want people to enjoy the water but to make sure they respect it.
"On average five lives are lost around Northern Ireland’s coast each year but many of these losses could be avoided if people acknowledge the dangers and follow some basic safety advice."
