Lifestyle
Tom Daley launches ‘knitted’ responsible drinking campaign
Malibu has joined forces with five-time Olympic medallist Tom Daley and the Royal Life Saving Society UK to remind Brits to stay safe by the water this summer…
Earlier this week, at Brighton Beach, five-time Olympic medalist Tom Daley is back from his final Olympics at Paris 2024 and launches a new responsible drinking campaign with Malibu, the world’s number one white rum-based, coconut spirit and the Royal Life Saving Society UK, to get people talking, thinking and drinking differently around water.
Matt Croxall, Charity Director at the Royal Life Saving Society UK:
“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’re delighted to have this opportunity to work alongside Malibu and Tom Daley on this quirky campaign which is bringing 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 this summer.”
As campaign partner, the Royal Life Saving Society UK (RLSS UK) confirms that 1 in 4 drowning incidents are alcohol-related, further research which was commissioned by Malibu and RLSS UK was released on August 14th, revealing just how relaxed some Brits attitudes are towards the risks of consuming alcohol around water.
Drink driving campaign with Tom Daley
The new research found that 62% of Brits have swam or entered water after consuming an alcoholic beverage. What’s more, the vast majority of UK adults (80%) were not aware that one in four UK drownings are alcohol-related. The research also found that younger people are especially relaxed about the topic, with a surprising 78% of Gen Z drinkers saying it is okay to have one or more drinks before getting into water.
In one of Daley’s first acts post-retirement announcement on Monday and fresh from his farewell at a record-breaking fifth Olympics in Paris 2024 at which he won his first Olympic silver medal, Tom said: “I’ve always loved being in the water, but maybe more than most, I also understand its power and the need to respect it to stay safe. I’m proud to be working with Malibu and the Royal Life Saving Society UK to get this message out there. Stay safe and ‘Don’t Drink and Dive!'”
To mark the awareness campaign, Malibu has 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 campaign partners, RLSS UK. In addition to proceeds raised from the exclusive beachwear range, Malibu has also made a donation to the charity, signalling its long-term commitment to water safety.
The campaign will be brought to life with a hero video featuring Daley
The campaign will be brought to life with a hero video featuring Daley and some fun but informative Daley Reminders, highlighting the importance of water safety and responsible alcohol consumption. The campaign will also see giant floating billboards of Tom reminding them not to drink and dive during the August bank holiday weekend, whilst contributions from high-profile knit-fluencers, will run from 17th to 29th August across their Instagram channels and be shared by @malibu_rum and @maliburumuk.
Malibu’s VP of Marketing, Craig van Niekerk:
“Summertime and an ice-cold drink can go hand-in-hand, so when temperatures rise, many of us may enjoy dipping our toes into water to cool off. But it’s important for people to be aware of the dangers this can present, and our research has shown there’s still a number of people who don’t consider this. You don’t even have to be swimming, just being near an open body of water and having an alcoholic beverage can be enough to put you in harm’s way. Staying safe this summer means keeping it fun by drinking responsibly.
Malibu and Tom’s limited-edition ‘Don’t Drink and Dive’ stock is available to purchase; For more information on responsible drinking around water, Malibu and RLSS UK have shared leading tips on staying safe around water when consuming alcohol at www.dontdrinkanddive.com
