Animation showing the water safety campaign message 'Don't Drink and Drown - Be Safe Around Water'
An unusual campaign to call time on drunks risking their lives by jumping into the River Severn was launched at pubs across the district of Bridgnorth.
Beer mats bearing the hard-hitting message "Don't Drink and Drown" were sent out to pubs across the area in a bid to make drinkers think twice before they jump into the river or other stretches of open water in a bid to cool down during the hot weather.
The beer mats that have been produced by Bridgnorth District Community Partnership in association with Shropshire Fire and Rescue Service
Jim Quinn, from Shropshire Fire and Rescue said: "It's all too easy to get carried away on a hot summer's day and decide the river is a perfect place to cool off, especially after a few drinks.
"We want to hammer home that it is a stupid and dangerous thing to do."
"Summer high jinks can very easily end in tragedy."