Published on Tuesday 01 July 2025
BCP Council is teaming up with LV= to help keep children and vulnerable adults safe across the coastline for another summer.
LV=, leading UK life and pensions mutual insurer, is once again sponsoring the popular LV= KidZone summer beach safety scheme which has been running since 2007.
The LV= KidZone scheme helps reunite lost children with their families quickly and safely along Bournemouth, Christchurch and Poole’s 15 miles of award-winning coastline and busy beaches.
Last year, the initiative helped reunite 118 lost people with their groups and continues to be an important part of beach safety during the summer season.
From 1 July, free wristbands will be available for collection from all seafront offices and RNLI lifeguard towers across the 15 miles of BCP seafront.
From 19 July the beaches of Bournemouth, Boscombe, Alum and Durley Chine will have LV= KidZone operatives working alongside seafront rangers, who will be distributing wristbands directly to families.
The parent or guardian will write their contact details and their location onto the band, so that in case they get separated, this information will help staff to reunite children and vulnerable adults with their friends and family safely and as quickly as possible.
Visitors to the seafront who see a missing child or person, are advised to immediately report this to a member of the LV= KidZone team, or a BCP Council seafront ranger who will typically be wearing a bright pink t-shirt, or an RNLI Lifeguard.
Over the past 18 years since the LV= KidZone scheme began, the team has distributed nearly one million wristbands, 37,000 of which were handed out last year alone.
The following beaches listed below will have free LV= KidZone wristbands this summer.
Bournemouth: Alum Chine through to Fisherman’s Walk, Southbourne
Christchurch: Avon, Friars Cliff, Highcliffe
Poole: Sandbanks, Shore Road, Branksome Chine.
Cllr Richard Herrett, Portfolio Holder for Destination, Leisure and Commercial Operations said:
“The LV= KidZone scheme gives peace of mind to our community and visitors, especially on the busiest beach days.
“Thanks to the continued support from LV=, we have reunited thousands of families with their missing children or vulnerable adults.
“I am so pleased that we are partnering with LV= for another year and continuing to work together to help our visitors enjoy a safe and stress-free day at the beach.”
Kester Sheppard, RNLI Lead Lifeguard Supervisor for East Dorset’s beaches, said:
“We know how easy it is for young children to become separated from their families while on a day out at the seaside.
“These wristbands allow us to reunite worried parents or carers with their little ones quickly and ensure that everyone makes it home safely and happily from our brilliant beaches this summer.”
Samantha Preece, Chief Brand and Communications Officer at LV=, said:
“We’re proud to sponsor the LV= KidZone beach safety scheme for summer 2025, helping to keep people safe on the sand. We are committed to supporting the communities where we work and that’s why we’re delighted to be supporting this important initiative once again.”
Chief Superintendent Heather Dixey, BCP Commander for Dorset Police, added:
“As part of our Good Safe Summer campaign we want people to come and be able to enjoy our beautiful beaches safely and we are working with partners to prioritise this.
“If a child or vulnerable adult goes missing it can be a terrifying experience for all involved.
“We urge people to report missing children or adults as quickly as possible to enable police, LV= KidZone Team, Seafront rangers and the RNLI to begin searching for the missing person.
“It is vital that visitors ensure children and vulnerable adults know who to ask for help should they become separated from their families or carers. The wristbands are an effective way of providing essential information about a person, which can help reunite friends and family as quickly as possible.”
The scheme runs until 1 September 2025.
For more information on LV= KidZone visit LV=KidZone Bournemouth .