The fire service yesterday launched its latest water safety campaign to support families who have lost loved ones to accidental drowning with a mission to stop these incidents.

The campaign comes as figures reveal that 166 people accidentally drowned in open water in England last year ­— an increase of 13 per cent from 2019.

One such incident involved 14-year-old Bolton schoolboy, Adam Kay, who died after getting into difficulties in the River Irwell at Clifton Country Park last June.

The teenager, from Clifton Street, Kearsley, had been at the spot, known locally as ‘the beach’, with two friends on a hot summer afternoon when they decided to go swimming.

Adam and a friend had jumped into the water from a sheer drop referred to as ‘The Cliff’.

However, he encountered difficulties and did not resurface with friends trying desperately to save him.

Adam’s parents described him as “the perfect son”.

Greater Manchester Fire and Rescue Service area manager Paul Duggan said: “Even strong swimmers can suffer from Cold Water Shock and it can kill you in just 60 seconds. You also never know how unpredictable underwater currents can be, or what is lurking beneath the surface – people have drowned after getting tangled up in undergrowth and other things hiding in the water.

“We don’t want to stop people having fun, though safety is key here as we continue with our mission to educate young people and their parents or carers of the dangers that come with going into open water, especially during the summer.”