Coconut rum brand Malibu is looking to maximise fun whilst keeping university students safe with its new campaign, #GoodVibesOnly.
The campaign will see the brand provide thousands of discounted Uber rides, as well as branded tuk-tuks in four UK cities, to help freshers travel home safely. Malibu is also partnering with TV stars Joey Essex and Olivia Attwood to spread awareness of the campaign.
New research commissioned by Malibu reveals that staying safe on a night out is a key priority for almost three-quarters (73%) of 18-25 year olds, with nine in 10 of the young women polled claiming that they’d been made to feel vulnerable. To help increase safety for students and keep the good vibes going, Malibu has secured 11,000 £10 Uber discount vouchers for students, as well as putting on Malibu tuk-tuks to get freshers home.
The brand is also teaming up with Good Night Out, a campaign for safer nightlife, to train ambassadors on preventing sexual harassment and assault on nights out.
Joey Essex and Olivia Attwood will support the campaign by calling on everyone to keep freshers safe on nights out as they start university life. The duo are launching Malibu’s #GoodVibesOnly Awards to reward those who go the extra mile in making sure their chums are supported on a night out. Students can nominate their friends via the Malibu Instagram page, for a chance to enjoy a fun night out, and be picked up and dropped off in a limousine.
Liam Murphy, Brand Director at Pernod Ricard UK, said: “This year, we wanted to shine a light on how students can enjoy #GoodVibesOnly, as they start their university lives. As the brand which encourages people to ‘Do Whatever Tastes Good’, we’re all about living life in a way that makes you happy.
“A key part of feeling good is undoubtedly keeping safe and feeling comfortable in what you’re doing, which is why Malibu has launched this campaign – to give students the means to keep themselves, and others, safe whilst still maximising the fun.”
