TikTok UK has donated £400,000 in advertising credit to the Royal National Lifeboat Institution (RNLI) and the Royal Life Saving Society UK (RLSS UK) to support water safety campaigns targeting young people. The donation, inspired by the Mirror's Save Lives for Sam campaign, aims to reduce drowning incidents among teens and young adults, particularly during hot weather.
Campaign background
The Save Lives for Sam campaign was launched after 19 people drowned in one week in May, followed by seven more deaths during a record-breaking June heatwave. Simon Haycock, whose 16-year-old son Sam drowned in a reservoir after his last day of school five years ago, has been leading the campaign. He described TikTok's involvement as a 'major breakthrough' that 'could make a big difference'.
Water safety advice
With TikTok's support, the RNLI will share practical advice on staying safe at the coast, including choosing lifeguarded beaches, swimming between red and yellow flags, and understanding cold water shock. The RNLI will also promote 'Float to Live' for those in difficulty and 'phone, float, throw' for helping others. RLSS UK will use the partnership to promote its 'Speak up. Be A Mate' campaign, encouraging young people to speak up when friends take risks around water.
Impact and quotes
Ross MacLeod, RNLI Water Safety Manager, said: 'The Save Lives for Sam campaign has now helped us reach millions of young people, spreading lifesaving water safety messages far and wide. We need to keep this momentum going.' Ashley Jones, RLSS UK Head of Water Safety and Education, added: 'With TikTok's generous support, we can expand our Speak Up, Be A Mate campaign and reach even more young people at a time when drownings are most likely to occur.'
Ara Yoo, Head of Product Impact at TikTok, stated: 'This partnership is about highlighting important water safety advice from the RNLI and RLSS UK in a way that feels relevant and accessible, and we're proud to help amplify guidance that could make a real difference.'
Campaign demands
The Save Lives for Sam campaign calls for urgent Government action, including compulsory water safety lessons in schools, a nationwide public awareness campaign, better lifesaving equipment at high-risk waterways, the introduction of Sam's Law, and a dedicated Minister for Water Safety. The campaign is backed by MPs, Olympic champions, national water safety organisations, and bereaved families.
