Five-time Olympic medallist Tom Daley has returned from Paris to launch a new responsible drinking campaign to get people talking, thinking and drinking differently around water.
The diving legend teamed up with Malibu and the Royal Life Saving Society UK for an appearance on Brighton beach earlier today (Wednesday).
As campaign partner, the Royal Life Saving Society UK (RLSS UK) confirms that 1 in 4 drowning incidents are alcohol-related, further research1 which was commissioned by Malibu and RLSS UK is released today, revealing just how relaxed some Brits attitudes are towards the risks of consuming alcohol around water.
The new research found that 62% of Brits have swam or entered water after consuming an alcoholic beverage. What’s more, the vast majority of UK adults (80%) were not aware that one in four UK drownings are alcohol-related.
The research also found that younger people are especially relaxed about the topic, with a surprising 78% of Gen Z drinkers saying it is okay to have one or more drinks before getting into water.
In one of Daley’s first acts post-retirement announcement and fresh from his farewell at a record-breaking fifth Olympics in Paris 2024 at which he won his first Olympic silver medal, Tom said:
“I’ve always loved being in the water, but maybe more than most, I also understand its power and the need to respect it to stay safe.
"I’m proud to be working with Malibu and the Royal Life Saving Society UK to get this message out there. Stay safe and ‘Don’t Drink and Dive!’”
To mark the awareness campaign, Malibu has launched a limited-edition capsule collection of knitted apparel, from swimwear briefs to bucket hats, in collaboration with Daley’s own ‘Made With Love’ knitwear line – with all proceeds going to campaign partners, RLSS UK.
In addition to proceeds raised from the exclusive beachwear range, Malibu has also made a donation to the charity, signalling its long-term commitment to water safety.
The campaign will be brought to life with a hero video featuring Daley and some fun but informative Daley Reminders, highlighting the importance of water safety and responsible alcohol consumption.
The campaign will also see giant floating billboards of Tom reminding them not to drink and dive during the August bank holiday weekend, whilst contributions from high-profile 'knitfluencers', will run from 17 to 29 August across their Instagram channels.
Malibu and Tom’s limited-edition ‘Don’t Drink and Dive’ stock is available to purchase here. For more information on responsible drinking around water, Malibu and RLSS UK have shared leading tips on staying safe around water when consuming alcohol at www.dontdrinkanddive.com
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