A nine-year-old boy has become the unlikely but effective face of a crucial water safety campaign, designed to save lives in the dangerously deceptive waters surrounding Crosby. Rory, who lives near the hazardous Crosby beach, expressed immense pride in his role, fronting a video for Crosby Leisure Centre that demonstrates vital water survival skills, including the 'float to live' technique.
The video, which has garnered significant attention on social media, has been particularly successful in reaching a younger audience. Rory's mother, Chloe, a swimming instructor herself, highlighted her son's lifelong love for water and his strong swimming abilities. She shared his excitement about starring in the campaign, especially given their proximity to Crosby beach, known for its treacherous conditions.
Joanne Bond, social media manager at Crosby Leisure Centre, praised Rory's natural confidence and "cheeky chap" personality, which made him an ideal choice for the public safety initiative. She noted his enthusiasm and natural talent during filming, describing him as a "one-take wonder." Bond emphasised that Rory's video delivers the water safety message far more effectively to children and young people than traditional methods.
The campaign's urgency is underscored by the inherent dangers of Crosby Beach, an RNLI red-flagged area due to unsafe swimming conditions, including sinking sands. Despite its popularity as a visitor attraction, particularly for Antony Gormley's iron men figures, many are unaware of the beach's perils. Tragic incidents, such as the death of 14-year-old Daniel Halliday who was swept out to sea in 2024, serve as stark reminders of the risks.
Crosby Leisure Centre, in partnership with the Royal Life Saving Society UK (RLSS UK), actively promotes water safety. Last month, they conducted a series of events as part of Drowning Prevention Week. Deputy Manager Liam Brown stated that teaching vital water skills is a primary goal, especially given the centre's proximity to the beach. The centre's staff regularly visit local schools, educating thousands of pupils annually and offering online presentations for the Children's University.
Ashley Jones of the RLSS UK expressed delight at Rory's involvement, commending him as a "champion for water safety" in his community. Rory himself hopes to become a lifeguard, continuing his mission to "protect people from the dangers of the water," a sentiment clearly inherited from his mother, who regards teaching life skills as her dream job.