TikTok UK has stepped up to support water safety initiatives that could have a lasting impact on saving lives. The social media platform has pledged a significant £400,000 in advertising credit to assist the Royal National Lifeboat Institution (RNLI) and the Royal Life Saving Society UK (RLSS UK) in spreading crucial water safety advice to teenagers and young adults before the summer season.
Simon Haycock, a father who tragically lost his 16-year-old son Sam to drowning in a reservoir, hailed TikTok’s contribution as a breakthrough. Inspired by his personal loss, Simon has been leading The Mirror’s ‘Save Lives for Sam’ campaign, which gained momentum following a series of drownings in May and June.
The partnership with TikTok will enable RNLI to share practical tips on coastal safety, emphasizing the importance of lifeguarded beaches and the risks of cold water shock. Additionally, RLSS UK will leverage the collaboration to promote its ‘Speak up. Be A Mate’ campaign, urging young people to intervene when friends engage in risky water behaviors.
TikTok expressed its commitment to providing reliable water safety guidance to a wider audience. The platform aims to make these messages accessible and understandable to young individuals, especially during peak drowning risk periods like hot weather. By teaming up with TikTok, both charities aim to equip young people with essential knowledge to prevent water-related accidents and emergencies.
The generous donation from TikTok will help amplify the water safety campaigns of RNLI and RLSS UK throughout the summer, ensuring that young people across the UK are equipped with the necessary information to make informed choices around open water. Ara Yoo, Head of Product Impact at TikTok, emphasized the importance of disseminating crucial water safety advice in a way that resonates with users and empowers them to stay safe during the summer season.
The Mirror’s ongoing ‘Save Lives For Sam’ campaign seeks to address the rising drowning crisis in the UK by advocating for various initiatives, including mandatory water safety education in schools and improved safety measures at high-risk water bodies. Supporters can learn more about the campaign and contribute to its cause through The Mirror’s platform.