In the 1970s, Britain was experiencing an alarmingly high number of child fatalities from drowning. So the government decided to do something about it. In 1973, the Central Office of Information, in association with Illustra Films, produced a PSA entitled Lonely Water. The PSA featured a demonic figure warning children to stay away from the water. It ran for several years during commercial breaks in children's television programming. But was it effective? Check it out below and see for yourself... Today, Lonely Water has achieved cult status, especially among adults who were children at the time it aired. Perhaps unsurprisingly, it also terrified millions of British children into never swimming again. Well, at least it kept them from drowning...?