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Firefighters from Mablethorpe are pictured in new publicity materials as part of a national safety campaign.

Lincolnshire Fire and Rescue is encouraging the public to download the free what3words app, to help emergency services this summer.

The #knowexactlywhere summer safety campaign aims to raise awareness of the app and how it can be effectively utilised in an emergency. A new campaign video and images feature emergency services at locations around the country including Mablethorpe beach.

Matt King, East Division Divisional Commander at Lincolnshire Fire and Rescue, said: "With so many holidaymakers enjoying our coast this summer, we were delighted to take part in this campaign. Downloading the what3wordsfree app is a simple way to save time, resources, and even lives.

"If you unfamiliar with the area, emergency services can pinpoint your location easily, using this system. Even if you know an area, it can help us get to you more quickly- on a large stretch of beach, a huge caravan park or a remote, rural beauty spot."

Emergency services across the UK are preparing for an exceptionally busy summer, as restrictions on international travel have resulted in a huge increase in Brits opting to holiday in the UK.

‘Where’s the emergency?’ is one of the first questions you are asked when calling 999 but saying exactly where you are can be challenging.

Chris Sheldrick, co-founder and CEO of what3words adds:"Being in need of urgent help and not being able to easily describe where help is needed can be very distressing for the caller, and a really difficult situation for emergency services. Today people nearly always have their phones on them. Ahead of a busy summer, with Brits holidaying at home, we need to use the tools at our disposal to improve public services, support emergency control centres and potentially save lives."

The app is free to download for both iOS and Android and works entirely offline – making it ideal for use in areas with an unreliable data connection, such as beaches, remote rural locations and camping or caravan sites, which are incredibly popular during the summer months. what3words can also be used via the online map at what3words.com.

Click on the link below to DOWNLOAD THE what3words APP