The flat, still surface of a river gives a false sense of security. You cannot see ice-cold water, snags such as tree branches or strong currents but they can be lethal.
Dangerous activities such as consuming alcohol, driving through floodwaters and not wearing a lifejacket are also adding to the alarming figures.
People need to act responsibly around rivers and avoid any behaviour that may increase the risk of drowning.
The society has launched a campaign to save lives. It is simple, respect the river.