• 219 children went missing in the six week summer holidays - a new record
  • LV= KidZone is a beach safety scheme developed to promote beach safety
  • Wristbands are issued so that lost children can be easily reunited with parents

Parents with young children on Bournemouth’s and Poole’s beaches were once again reassured that there was another set of eyes looking out for their young ones, courtesy of LV= KidZone, the popular safety scheme now in its 11th year.

LV= KidZone is a regular annual fixture on the town's beaches, and this year helped reunite more than 219 children with their parents, up on their previous record of 203 children in 2009.

And the missing children were also reunited with their loved ones quicker than ever before in an average time of five minutes and 56 seconds, almost forty seconds faster than the previous 2015 record of six minutes and 34 seconds.

The stretch of sandy beachfront between Poole and Southbourne is split into distinctive colourful zones, each with an easy-to-remember aquatic logo (ice cream, crab, etc.)

How does it work?

To help keep track of their children during their visit, and enable beach staff and authorities to identify and find lost children, parents and guardians are asked to follow three simple steps.

  • Obtain a free waterproof wristband from one of the dedicated and easily-identifiable LV=KidZone staff members from a LV=KidZone wristband dispenser or any seafront office
  • Write their contact number on the wristband, and attach to the child’s wrist
  • Sit within the colour-coded beach markers matching the colour on your wristband

Our sponsorship of this important child safety initiative supports our commitment to supporting local communities and over the summer around 40,000 wristbands are handed out.