Malibu and Tom Daley make a splash with Don’t Drink and Dive campaign

UK – British diver Tom Daley has partnered with Malibu and the Royal Life Saving Society UK (RLSS) to spotlight the dangers of alcohol-related water deaths.

The campaign, shot on Brighton Beach, features Daley in red, knitted swimming trunks with a powerful message stitched on the back: ‘Don’t Drink and Dive’.

An accompanying video features the Olympian heading onto a diving board after ordering a tropical cocktail. When he reaches the pool, he looks into the water to see the alarming statistic, ‘1 in 4 UK drownings involve alcohol’, emblazoned on the bottom.

Alongside the campaign, Daley has released a collection of crocheted swimwear, including sliders, bucket hats and knitted sunglasses under his Made with Love by Tom Daley brand, with all proceeds going to RLSS UK.

The campaign marks Daley’s first post-retirement project, a timely move sure to catch audiences’ attention and maximise the impact of the important message. On LS:N Global we’ve been tracking the evolution of Civic Ads since 2019, as consumers have increasingly put pressure on brands to act as forces for good in society.