It is an eye-opening statistic that more than one in four of each winter’s recorded drownings involves alcohol.
Highlighting that danger – and advising people to stay safe when near bodies of water on nights out – Malibu has just launched the winter iteration of its ‘Don’t Drink and Dive’ campaign.
The rum brand has partnered with Royal Life Saving Society UK for the initiative, which has installed a series of seasonal lifeguard towers – complete with Xmas decorations – in popular inner-city drinking locations near water across London, Manchester and Bristol.
RLSS UK statistics show that 73% of winter drownings occur in inland waters, including rivers and canals, and that 9 in 10 winter drownings occur when individuals don’t intend to be in the water.
The lifeguards will be on duty in the evenings, offering tips and safety advice to get people talking, thinking, and drinking differently around water during the holiday season.
In partnership with Made With Love, Olympic diver Tom Daley’s knitwear brand, the campaign’s dedicated lifeguards will showcase a limited edition ‘Don’t Drink and Dive’ knitted jumper design.
Daley said: “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”.
Brand director for Pernod Ricard UK, Alison Perrottet 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 during the festive season.”
