The Royal National Lifeboat Institution has launched an appeal to raise £32,000 to train and equip lifeguards for the 2018 season on Cromer's beaches.
The charity that saves lives at sea has operated lifeguards at two beaches in Cromer for many years, but this is the first time it has launched a dedicated public appeal to fund the service.
Nearly 80,000 people visited Cromer's beaches in 2016, and Sam Kendrick, RNLI Lifeguard Supervisor, said: 'Cromer has a beautiful beach enjoyed by so many people in the local community and beyond.
'The RNLI is fortunate to enjoy huge support from the public, but we are keen to fund next year's 'gold standard' lifeguard service in advance, hence we are launching this public appeal.
'Our lifeguards are highly skilled and undergo a rigorous programme of training so they are ready to help prevent incidents and to respond rapidly if people get into difficulty in the water.
'A key part of their work is prevention, so they will be asking people to respect the water and will be offering advice on how to stay safe by learning about currents, tides and other local dangers.'
Ben Long, RNLI community fundraising manager, said the charity needed the public's support.
He said: 'RNLI lifeguards are often the first people on the scene when things go wrong, they receive first class training and equipment which enables them to save lives at sea – none of this would be possible without help from the public.'
RNLI lifeguards are taught a variety of life-saving techniques and have advanced first aid skills and a detailed knowledge of the local risks and hazards at each of the beaches they patrol.
During the summer lifeguard season on the beaches in Norfolk last year, they dealt with 804 incidents.
They saved three lives, rescued 49 people, assisted 74 people, 64 people were given casualty care, minor first aid was given to 549 people and 10 searches were made. This year's figures won't be ready until the end of the season.
To find out more about the RNLI's lifeguard service, or to donate to the appeal, visit rnli.org/support-us/give-money/give-to-a-special-appeal/cromer-lifeguard-appeal or contact Ben Long on 07557 191872, ben_long@rnli.org.uk
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