Malibu has launched a winter edition of its ongoing responsible drinking initiative ‘Don’t Drink and Dive’, after campaign partner Royal Life Saving Society (RLSS) UK revealed that more than one in four winter drownings involve alcohol.
As temperatures drop, the campaign aims to shine a light on the dangers of drinking alcohol near urban waterways, reminding people to take care and drink responsibly.
In partnership with Made With Love, Tom Daley’s knitwear brand, a limited run of ‘Don’t Drink and Dive’ woollen jumpers are available to buy from Made With Love’s online shop, with all proceeds going to RLSS UK, helping to fund essential water safety initiatives across the country.
Tom 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 one in four drownings in winter involving alcohol, it’s important to spread the word on this issue and encourage everyone to stay safe near water.”
Alison Perrottet, Brand Director for Pernod Ricard UK, added: “We are extremely proud of Malibu’s responsible drinking campaign and delighted to be releasing this second iteration of the ‘Don’t Drink and Dive’ platform. Responsible drinking is a key pillar within our strategy and Tom has been a fantastic ambassador to land this important message with our audience. The first campaign back in August was award winning and we’re on a mission to continue raising awareness of alcohol-related drownings.”
