Malibu has updated its ‘Don’t Drink and Dive’ campaign for the winter season. The campaign originally launched this summer, starring Olympic diver Tom Daley (pictured). Made in partnership with charity the Royal Life Saving Society UK (RLSS UK), the campaign raises awareness of the dangers of entering water under the influence of alcohol.

 

For the winter campaign, a series of lifeguard towers with festive decorations have been set up in busy city drinking locations near water in UK cities London, Manchester, and Bristol. Statistics shared by RLSS UK showed that 73 per cent of drownings in winter occur inland, including rivers and canals. At the lifeguard towers, lifeguards will offer safety tips and raise awareness of the risk of drinking near water.

 

The campaign’s lifeguards will wear ‘Don’t Drink and Dive’ jumpers designed by Daley’s knitwear brand Made With Love. The jumpers will be sold via Made With Love in a limited run, with proceeds donated to RLSS UK.

 

Daley commented: “Alcohol-related drowning is not just a summer issue, it's also a real problem during the winter months which many might not consider. With more than 1 in 4 drownings in winter involving alcohol, it's important to spread the word on this issue and encourage everyone to stay safe near water, particularly as we approach the festive season”.

 

Craig van Niekerk, VP of marketing at Malibu, said: “The winter edition of our Don’t Drink and Dive campaign feels just as important as the summer campaign — whilst people don’t intend to get into the water, accidents are happening, particularly when alcohol is involved; the ‘Don’t Drink and Dive’ message acts as rallying catch-all for the responsible consumption of alcohol around water. We’re proud to be continuing to raise awareness of responsible drinking around water — whatever the time of year!”

 

Matt Croxall, charity director at RLSS UK, added: “Our festive lifeguards are a creative way of bringing to life this incredibly important message. The research shows that alcohol-related drownings occur all year round, and when the temperatures drop it is inland waterways that pose the greatest risk of drowning. Let’s make this holiday season one to remember for all the right reasons — by keeping everyone safe.”