England is launching a bold new national strategy to fight drowning — a public health crisis killing more people than fires, floods, or knife crime — with plans to teach every child to swim, tackle climate-driven risks, and launch urgent media campaigns. Inspired by similar efforts across the UK, the initiative aims to “eradicate the scourge of drowning,” spurred by heartbreaking stories like that of Joe Abbess, lost to a rip current, and Sunnah Khan. With 35 drownings since May — including 8 in July — and a troubling spike in young men drowning during summer heatwaves, the campaign is turning to TikTok to reach youth. This is more than awareness — it’s a lifeline.
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