Emotional campaign launched to make youngsters aware of open water dangers following tragic death of Peterborough teenager

The emotional video features a moving tribute from Jack’s parents and family as they recall the awful moment when they were told by police of the youngster’s death.

Jack was 16 when he died after entering Crown Lakes in Peterborough in April last year.

His passing triggered an outpouring of grief from Peterborough people with special tributes also coming from Peterborough United Football Club where Jack was a season ticket holder.

The video, called Cold Water Shock - When Fun Turns Fatal, can be viewed here.

The video has been released during Drowning Prevention Week, which is June 13 to June 20, as Cambridgeshire Fire and Rescue Service looks to highlight the dangers for young people entering open water.

In the video fire chiefs explain the emergency process that swings into action when someone is reported as getting into difficulties in open water.

And they reveal the dreadful moments when a body is found and retrieved from the waters.

They also outline the actions to take by anyone who goes into the water - don’t panic and try to float - and the best course of action for those on land to stay safe around open water.

The video campaign has been undertaken jointly by the fire service and Peterborough City Council and was launched at a special showing today (June 18) at the Odeon IMAX cinema at the Queensgate Shopping Centre.

Afterwards, Darren, Jack's father, said: “Watching the film was extremely emotional for us.

"Since losing Jack every day has been a struggle and hearing that there are more and more families experiencing what we are is really heartbreaking.

"By being involved in this film we want to encourage people to speak to their children about the dangers of water and cold water shock.

"We’re in touch with school to try and educate more young people, but we really hope that this film will help support that."

Group Commander James Ball, the Service’s Head of Community Fire Safety, said: “We have seen over the last few months, as well as in recent years, that more and more young people are making that decision to enter open water. All too often this leads to tragedy, as we have seen during the making of this film.

“The half term week at the end of May saw more than a dozen people lose their lives in water, most being between the ages of 11 and 17. Last year in Cambridgeshire, we saw nine water related fatalities.

The film will be used to try and reach young people by showing the potential tragic consequences of jumping into open water, as well as giving advice about what to do if they see someone in trouble.

"We will also be encouraging schools to screen the film in the lead up to the summer holidays.”

Afterwards Scott Collins, who was Jack’s PE teacher at Hampton Vale Primary Academy, in Peterborough, said: “It was devastating to hear the news about Jack.

"Me and other teachers urged the school to put something in place to remember the legacy of Jack and we now have a pop-up swimming pool so all our children from years three to six and swimming so they are confident to float in the water if anything happens.”

“My advice to youngsters is to take on board what the fire service is saying, be safe in the water and make sure you are with other people.” Cllr Shabina Qayyum, leader of the city council, said: "It was a very emotional video – I don’t think there was a dry eye in the room.

"It is important that we increase the awareness of these messages to make sure people are aware of the dangers of open water.

"It is fundamental that we talk more about what precautions they need to take to ensure they are swimming in safe environments.”