Published on Monday 22 September 2025
The LV= KidZone beach safety scheme, ran collaboratively by Bournemouth, Christchurch and Poole (BCP) Council and sponsored by leading UK Life and Pensions mutual insurer LV=, has once again delivered exceptional results this year, enhancing safety across the BCP coastline throughout the summer season.
Operating from 1 July to 1 September, the initiative distributed approximately 36,000 wristbands to children and vulnerable beachgoers over the 63 days the scheme was active.
The wristbands, which display a parent or guardian’s contact details and the group’s location, have proven invaluable in reuniting them with their loved ones. Thanks to this simple yet effective system, the scheme reunited 130 lost individuals with their groups, within an average time of seven minutes.
Councillor Richard Herrett, Portfolio Holder for Destination, Leisure & Commercial Operations, said: “Our stunning seafront attracts many visitors and residents alike, and on a busy day, children and vulnerable people can disappear from sight quickly and unexpectedly.
“Losing someone like this can obviously be very distressing, and this scheme plays an essential part in keeping our beaches safe and providing peace of mind to our community and visitors.
“I’m so pleased that we have partnered with LV= for another year and continuing to work together to help our visitors enjoy a safe and stress-free day at the beach.”
Commenting on the important of the scheme, Samantha Preece, Chief Brand and Communications Officer at LV=, said: “LV= KidZone is such an important initiative, helping to keep people safe on our local beaches.
“We’re proud to support the scheme and are grateful to all of the LV= KidZone team, RNLI lifeguards and the BCP seafront team who are involved in its success.
“Partnerships like this ensure that we can support our local community, to have positive and lasting impact.”
Ed Stevens, RNLI regional lifeguard lead, said: “Our lifeguards see first-hand how quickly a fun day at the beach can turn stressful if a child or vulnerable person goes missing.
“The LV= KidZone scheme has been a huge support in helping us reunite people with their loved ones quickly and safely.
”RNLI lifeguards are still on the beaches at Sandbanks, Bournemouth East and West (Bournemouth Pier) and Boscombe East to offer safety advice and first aid until September 28.”
The scheme has already wrapped up for the season, but RNLI lifeguards remain stationed at Sandbanks Beach, Bournemouth West Beach, Bournemouth East Beach and Boscombe East Beach until 28 September between 10am and 6pm to offer continued beach safety support. In life-threatening situations on the beach, always call 999 and ask for the Coastguard, as well as follow RNLI’s 5 water safety tips: RNLI Beach Safety – Top Five Tips To Stay Safe By The Sea.