Water safety charity The Royal Life Saving Society UK (RLSS UK) has launched a new campaign which looks to create a more diverse workforce in lifeguarding.

With a focus on "attracting those who might not have previously considered lifeguarding as an option", the #BeaLifesaver campaign looks to address the issue with a new visual identity.

The campaign, which will include both digital and physical marketing drives, also looks to re-position the role of a lifeguard as a lifesaver.

“We often hear from our clients struggling to recruit lifeguards in certain areas of the country," said Jo Talbot, Director of RLSS UK.

"Our #BeaLifesaver campaign has been developed to help our clients make the most of the untapped workforce, right on their doorsteps – actively retired people, students, people with dependants or who can only work part-time.

“We see lifeguards as representatives of our wider community and the lifeguard workplace is one that is welcoming, inclusive and free from discrimination.

“The #BeaLifesaver marketing materials have been created to broaden the appeal of the role and support our clients in attracting a diverse range of applicants.”