Malibu has teamed up with Olympic diving champion Tom Daley for a new campaign to raise awareness of the dangers of drinking alcohol in and around water.
‘Don’t Drink and Dive’ offers a light-hearted take on responsible drinking but lands a serious message. It is launched in partnership with water safety education and awareness charity, the Royal Life Saving Society UK (RLSS UK), which says a quarter of drownings involve alcohol.
The campaign is spearheaded by a film starring Daley resplendent in a pair of custom-knitted budgie smugglers emblazoned with the message, ‘Don’t Drink and Dive’.
It is supported by floating out-of-home displays that will ‘pop up’ across water hot spots across the UK, while social and paid digital content will go live on both Daley’s and Malibu’s platforms.
Liam Murphy, Brand Director for Malibu in the UK, commented: “The Don’t Drink and Dive campaign is focused on a very serious issue and signals Malibu’s commitment to building a long-term responsible drinking, behaviour change platform.”
Matt Croxall, Charity Director at RLSS UK said: “Sadly, the risks of being around water under the influence of alcohol can be underestimated. Through this initiative, we urge people to learn more about how to stay safe and enjoy water safely this summer.”
