United Utilities has paired with emergency services to highlight the dangers of cold-water shock.

'Don't take the risk, it's just not worth it', is the message being shared by the North West's water company.

The warning follows figures from the National Water Safety Forum, which revealed that most drownings in the UK occur in inland waterways, as opposed to the coast.

The dangers posed by inland waterways were brought into sharp focus in Cheshire last week after 17-year-old David Tita Jr was found dead at Pickmere Lake.

Jo Harrison, asset management director at United Utilities, said: "Tragically, every year when we get a spell of warm weather, there are drownings in waterways across the country, and it is heartbreaking to see this loss of life, particularly when many of the victims are so young.

"Our reservoirs may look like a tempting place to take a dip, but they have hidden dangers, such as cold temperatures, hidden operational equipment, and steep sides, which can make it difficult to get out.

"They are also often in remote locations, which makes rescue difficult when people get into trouble.

"Our message to young people is clear - please don't take the risk."

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United Utilities and emergency services have produced a series of videos to remind people that cold water can kill in less than 60 seconds and provide advice on what to do if they do get into trouble.

The videos will be shared on social media and made available to schools, highlighting the dangers of open water swimming in rivers and lakes.

Grant Baxter, a group manager at North West Ambulance Service, said: "If you jump into a swimming pool, your body can feel a bit of a shock – jumping into open water can be 10 times worse.

"When people get into difficulty, the clock is ticking, the locations of the reservoirs and rivers mean it can take time for help to arrive, and unfortunately, it can be too late."