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One in four winter drownings involve alcohol
Pernod Ricard-owned Malibu has reprised its partnership with former Olympic athlete Tom Daley to create a winter edition of its Don’t Drink and Dive initiative.
The winter iteration of Don’t Drink and Dive has launched with the statistic that more than one in four winter drownings involve alcohol.
The campaign, which first launched this summer, aims to shine a light on the dangers of drinking alcohol near urban waterways and seeks to serve as a sobering reminder for Brits to stay safe near water, even during the colder months.
The initiative will see a series of seasonal lifeguard towers – complete with baubles and ‘jolly’ decorations – installed in popular inner-city drinking locations near water across London, Manchester and Bristol.
The towers will be manned by trained lifeguards of the Royal Life Saving Society UK (RLSS UK), who will sport a limited edition festive jumper that aims to remind the nation of the risks associated with drinking alcohol near water in winter.
A limited run of the woollen jumpers, made in partnership with Daley’s knitwear brand, Made With Love, will be available to purchase via the brand’s online shop, with all proceeds going to RLSS UK, helping to fund essential water safety initiatives across the country.
Matt Croxall, charity director at RLSS UK, explained: “Our festive lifeguards are a creative way of bringing to life this incredibly important message. The research shows that alcohol-related drownings occur all year round and, when the temperatures drop, it is inland waterways that pose the greatest risk of drowning. Let’s make this holiday season one to remember for all the right reasons – by keeping everyone safe.”
With nine in 10 winter drownings occurring when individuals don’t intend to be in the water, the lifeguards will engage merry revellers, offering tips and safety advice to get people talking, thinking, and drinking differently around water during the holiday season.
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 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, particularly as we approach the festive season.”
Craig van Niekerk, vice-president of marketing at Malibu, added: “The winter edition of our Don’t Drink and Dive campaign feels just as important as the summer campaign. While people don’t intend to get into the water, accidents are happening, particularly when alcohol is involved. The ‘Don’t Drink and Dive’ message acts as rallying catch-all for the responsible consumption of alcohol around water. We’re proud to be continuing to raise awareness of responsible drinking around water – whatever the time of year.”
Malibu and RLSS UK have shared leading tips on staying safe when consuming alcohol at www.dontdrinkanddive.com.
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