Malibu’s 'Don’t Drink and Dive' campaign returns with a festive yet crucial reminder about alcohol-related winter water safety. Partnering with the Royal Life Saving Society UK (RLSS UK), the campaign sheds light on alarming statistics: over one in four winter drownings involve alcohol, with 73% occurring in inland waters like rivers and canals.
Malibu has installed festively decorated lifeguard towers in London, Manchester, and Bristol near popular drinking spots by the water to raise awareness. RLSS UK-trained lifeguards, outfitted in exclusive Don’t Drink and Dive knit jumpers created by Tom Daley’s knitwear brand, Made With Love, deliver this vital message. The jumpers are available to be purchased online, with proceeds supporting RLSS UK’s water safety programs.
Image Credit: Malibu
What's Driving This Trend
- Festive Lifeguard Towers
- Decoratively themed lifeguard towers near water drinking spots highlight the need for situational safety awareness during winter festivities.
- Alcohol-influenced Drowning Statistics
- The alarming statistics showing a significant portion of winter drownings involve alcohol provide a critical touchpoint for data-driven safety initiatives.
- Collaborative Safety Campaigns
- The partnership between Malibu and RLSS UK demonstrates the power of collaborative efforts in driving impactful public safety messages.
Who This Affects Most
- Alcoholic Beverages
- Brands in the alcoholic beverage industry can position themselves as advocates for safety and responsibility through strategic campaigns and partnerships.
- Apparel and Merchandise
- Fashion and merchandise brands, such as Made With Love, can tap into cause-driven marketing by creating exclusive products supporting safety initiatives.
- Public Safety Organizations
- Organizations focused on public safety, like RLSS UK, play a pivotal role in community health through awareness and education campaigns targeting specific risk factors.
