Running throughout the summer school holidays, the audio campaign will deliver vital water safety messages to 13 to 24-year-olds through targeted advertising, helping to amplify the National Water Safety Forum's (NWSF) Phone, Float, Throw campaign.
The adverts feature the voices of young people themselves, making the messages more relevant for the audiences most at risk. The campaign comes alongside calls to parents to make sure their children are aware of the risks of water.
WYFRS responds to hundreds of water-related incidents each year. Over the last five years, firefighters have attended 297 water rescue incidents, carried out 234 rescues involving victims in the water, and sadly recorded 43 fatalities.
WYFRS is reminding people that while warm weather encourages more people to visit lakes, rivers, reservoirs and canals, open water can be far more dangerous than it appears.
Hidden hazards such as underwater debris, powerful currents and sudden drops can catch people out, while cold water shock can affect anyone entering the water unexpectedly, including strong swimmers.
Young people aged 10 to 29 account for more than a quarter of all accidental drownings nationally. Teenagers aged 13 to 17, along with children under five, are among those at greatest risk.
Chris Bell Water Safety Lead at West Yorkshire Fire and Rescue Service, said "We want everyone to enjoy the summer safely. Open water may look inviting, especially during hot weather, but it can be extremely dangerous and conditions can change very quickly.
"Even strong swimmers can get into difficulty. That's why we're encouraging everyone to think twice before entering lakes, rivers, reservoirs or other undesignated swimming sites.
"If you see someone struggling in the water, remember the advice: Phone, Float, Throw. Call 999 and ask for the fire service, encourage the person to float on their back, and throw them any available rescue equipment. Never enter the water yourself to attempt a rescue."
WYFRS is encouraging parents, carers, teachers and community leaders to share the campaign messages with young people throughout the summer holidays.
If you want to use the audio messaging it is available HERE. For more information about keeping safe around water please click HERE.