The Royal Life Saving Society UK (RLSS UK) has partnered with Malibu and newly retired five-time Olympic medallist Tom Daley to launch a new campaign aimed at keeping Brits safe by the water this summer. The quirky campaign, titled ‘Don’t Drink and Dive,’ is designed to spark conversations and encourage more responsible drinking habits around water.
RLSS UK research has revealed that 1 in 4 drowning incidents in the UK are alcohol-related. This statistic, combined with additional findings from Malibu, underscores the relaxed attitudes some Brits have towards the dangers of consuming alcohol near water.
To bring the campaign to life, a hero video featuring Tom Daley was released, along with a series of fun but informative “Daley Reminders” that stress the importance of water safety and responsible alcohol consumption. The campaign made a splash at Brighton Beach, where Daley, fresh off his farewell Olympic diving performance at Paris 2024, showcased his exclusive ‘Don’t Drink and Dive’ knitwear collection. Posing in front of a striking 2.4m high ‘1 in 4’ statue made from Brighton’s iconic pebbles, Daley drew attention to the sobering fact that a quarter of drowning incidents in the UK involve alcohol.
As part of the campaign’s social media push, Malibu also unveiled a limited-edition capsule collection of knitted apparel, ranging from swimwear briefs to bucket hats. The collection, created in collaboration with Daley’s own ‘Made With Love’ knitwear line, will see all proceeds go towards supporting RLSS UK’s vital work in water safety.
Matt Croxall, Charity Director at RLSS UK, commented on the campaign, saying, “Sadly, the risks of being around water under the influence of alcohol can be underestimated. This campaign – whilst on the surface appearing light-hearted – seeks to resonate and deliver a lifesaving message around the importance of not drinking alcohol and getting into water in any capacity.
“We are thrilled to collaborate with Malibu and Tom Daley on this innovative campaign that highlights the dangers of drinking around water. We hope this initiative will encourage people to learn more about water safety and enjoy their summer safely.”
For more information on the campaign and tips on staying safe this summer, visit https://www.rlss.org.uk/the-water-safety-code
