RLSS UK teams up with Malibu and five-time Olympic medallist Tom Daley with new 'Don't Drink and Drown' campaign 14/08/2024 The Royal Life Saving Society UK (RLSS UK) has teamed up with Malibu and newly retired five-time Olympic medallist Tom Daley as we remind Brits to stay safe by the water during summertime – with quite the quirky campaign! The new responsible drinking campaign ‘Don’t Drink and Dive’ seeks to ultimately get people talking, thinking and drinking differently around water. RLSS UK research highlighted that 1 in 4 drowning incidents are alcohol-related, as well as further research commissioned by Malibu with the support of RLSS UK, which revealed just how relaxed some Brits’ attitudes are towards the risks of consuming alcohol around water. The campaign was brought to life with a hero video featuring Daley and some fun but informative, Daley Reminders, which highlight the importance of water safety and responsible alcohol consumption. At Brighton Beach, campaign ambassador, Tom Daley – newly retired and fresh from his farewell Olympic medal winning-diving performance at Paris 2024 – posed in his exclusive ‘Don’t Drink and Dive’ knitwear in front of a huge 2.4m high ‘1 in 4’ statistic. The statue, made from the beach’s iconic pebbles, sought to draw attention to the stark reminder that 1 in 4 drowning incidents in the UK are alcohol-related. Marking the social media awareness campaign, Malibu also launched a limited-edition capsule collection of knitted apparel, from swimwear briefs to bucket hats, in collaboration with Daley’s own ‘Made With Love’ knitwear line – with all proceeds going to RLSS UK’s work in the field of water safety. Commenting on the campaign, Matt Croxall, Charity Director at the Royal Life Saving Society UK, said: “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 were delighted to have this opportunity to work alongside Malibu and Tom Daley on this quirky campaign which brings to life the dangers of drinking alcohol in or around water. Through this initiative, we urge people to learn more about how to stay safe and enjoy water safely during summertime.” More information around the campaign and how to stay safe this summer For more summer water safety advice Manage Cookie Preferences