Float to Live 2024

As we enter another busy summer, we're asking you to take a moment to reflect on the success of the Float to Live campaign. Numerous people have told us they wouldn’t be here today if they hadn’t known to float when they needed it most.

But this moment of reflection also comes with a request for help!

We no longer support Float to Live with a big paid media campaign, which means that people like you will be more integral to its success than ever before. More on how you can get involved shortly, but first…

Why Float to Live?

If we step back and ask this question, there are several reasons:

• 40% of people who drowned in 2022 had no intention of even entering the water.*
• Our 2023 survey revealed that nearly 1 in 3 people do not know what to do if they unexpectedly get into difficulty in the water.**
• Float provides people with a tangible skill they can use if they find themselves in trouble in the water to combat the initial cold water shock and panic.

*Water Incident Database (WAID) 2022.
**Basis Research, RNLI Water Safety Survey, April 2023. Representative sample of 1,007 UK adults aged 16-64.

So why should you get involved?

1. This campaign saves lives, and our case studies are here as living proof of that.
2. As someone involved with the RNLI, your voice holds more credibility than you might think... Use it!
3. Imagine if everyone at the RNLI did something for Float to Live this year. We’d be looking at over 10,000 interactions that reach possibly millions of people with a piece of information that could save their lives.

Okay, I’m sold! But what do you need me to do?

1. Practise how to float. It might seem like an odd ask, but everyone floats differently, so finding your float will arm you with a lifesaving skill as well as allowing for more authentic conversations to happen when you…
2. Have a conversation about Float with three people you know in the target audience (men aged 15-60+). Do they know what to do if they get in trouble in the water?
3. Share the campaign in any way you can, whether that’s via social media, WhatsApp, email, voice notes etc. We’ve launched the campaign externally today at the Sky Pool in London – keep an eye out for Float in your local media and on social media. You can also catch-up on yesterday’s Lunch and Launch to find out even more about the campaign this year, or download resources to help you share the safety messages. 

As we head into summer, keep an eye out for more ways to share and opportunities to get involved with the campaign.

Thank you for being a lifesaver!