A weekly newspaper at the coast is claiming success in its campaign to boost safety at sea.

Lifeboat alerts involving drifting inflatables and missing children at Skegness have been cut from 17 last year to just five this summer, thanks to the Standard’s summer Seasafe campaign.

Emergency services have hailed the initiative, saying the results show that the message is finally getting through.

Standard editor John Cowpe said: "I'm delighted Seasafe has had such a positive impact.

"If we've saved just one life this summer, it's been worth it."

National Coastwatch Institution station manager for Ingoldmells Point Mike Newbold said: "We highly welcome the Seasafe campaign; it's kept our shores much safer.

"The more column inches we get, the better it is and the more likely people are to see it. It's been very valuable as far as we're concerned."

Coastguard sector manager Sam Jessop said Seasafe had been 'brilliant'.

"Not only has it raised awareness, it has also raised the profile of the emergency services - and the feedback has been excellent,” she said.

The Seasafe campaign can be seen at The Standard's website, www.skegnesstoday.co.uk.

The paper has got involved through: