Lifeboat charity the RNLI is launching a fundraising door-drop campaign to coincide with the end of the BBC series Danger on the Beach, which has highlighted the work of the charity's rescue teams.
The series featured the RNLI's lifeboat crews and its less well-known beach lifeguards, who form an increasing part of the charity's rescue service.
A fundraising leaflet is being sent to selected homes on the south coast of England to remind people of the series and ask for regular donations.
The charity's beach lifeguards were piloted in 2001, and in the following year, beach lifeguards were introduced on more than 40 beaches across the South West.
"We are using awareness of the programme as we have had quite a positive response to it from people who didn't realise the work of our lifeboat crews and beach guards," said a charity spokeswoman.
The RNLI's yearly running costs total £111m, and it is dependent on donations and legacies.