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LV= Launches Kidzone Child Safety Scheme for Bournemouth Beach

Press release: 01/07/2011

The 2011 KidZone scheme to keep children safe at Bournemouth Beach was today launched by LV= in partnership with Bournemouth Council. Sixty pupils from the Corpus Christi school in Bournemouth attended the launch where the local Royal National Lifeboat Association (RNLI) lifeguards gave a lesson on beach safety.

The KidZone scheme works by giving children free colour-coded wristbands that correspond to clearly marked sections of the beach. Families sit in the marked sections and write their contact numbers on the wristbands, which helps beach staff to reunite them with their lost children.

The scheme covers a four and a half mile stretch of the seven mile beach and runs throughout the summer to help families stay together. LV= is the overall sponsor of the scheme this year and has been involved with the project since 1996, working with the RNLI lifeguards, seafront services staff and local police to deliver the scheme. Last year 156 lost children were reunited with their parents through the scheme.

Andrew Glatter, head of corporate social responsibility at LV=, said: "Bournemouth has one of the largest and most beautiful stretches of beach on the south coast. With so much to play on, it is no wonder that adventurous children get separated from their families at times. The scheme was very successful last summer and helped reunite over a hundred and fifty lost children with their families. As one of the largest employers in Bournemouth, LV= is committed to supporting local projects and is delighted to be sponsoring the KidZone scheme again this summer."

Nicky Sheldrake, RNLI youth education manager, said: "Typically, children account for about two-thirds of incidents RNLI lifeguards respond to each year. During 2010 1,178 children went missing on RNLI lifeguarded beaches - certainly not what any parent wishes to happen, especially on a family holiday. A large part of the RNLI's work involves educating children and people on how to be safe on the beach and in the sea and we encourage people to choose to visit a lifeguarded beach and follow our safety advice. We are delighted to support the Kidzone scheme this summer and wish it every success."

For more information about LV= visit and for more information on the RNLI's beach safety advice go to


LV= is a registered trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

LV= employs around 4,500 people, serves over four million customers and members, and manages around £8.0bn (as at 31 December 2010) on their behalf, via LV= Asset Management (LVAM). We are also the UK's largest friendly society and a leading mutual financial services provider.

LVFS is authorised and regulated by the Financial Services Authority, register number 110035. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.