Tom Daley's new campaign cleverly intertwines an alcohol brand promotion with a serious drowning prevention message, urging viewers to consider the risks of drinking around water.
Daley's video features a crucial warning that '1 in 4 UK drownings involve alcohol,' highlighting the increased risk during heat waves when drinking often rises.
Slogan 'Don't drink and dive' reinforces the message that judgement can be clouded by alcohol consumption, greatly impacting safety in swimming environments.
Royal Life Saving Society UK's initiative stresses that drownings triple during extreme heat, which is critical to remember in summer months when alcohol consumption is high.
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