TikTok UK joins Mirror campaign to stop drownings with £400k donation to 'save lives for years to come'

TikTok UK joins Mirror campaign to stop drownings with £400k donation to 'save lives for years to come' EXCLUSIVE: TikTok UK has joined forces with the RNLI and the Royal Life Saving Society UK, after being inspired by the Mirror's Save Lives for Sam campaign TikTok UK "could save lives for years to come", after the social media giant joined the fight to stop young people drowning. TikTok UK is donating a massive £400,000 of advertising credit to the country's water safety charities, the Royal National Lifeboat Institution (RNLI) and the Royal Life Saving Society UK (RLSS UK). The life-saving charities can now afford to reach teens and young adults with "vital" water safety advice ahead of the summer. Simon Haycock, 56, whose 16-year-old son Sam drowned in a reservoir during hot weather after finishing his last day of school, described the move as a "major breakthrough". The dad from Sheffield has been leading the Mirror’s ‘Save Lives for Sam’ water safety campaign, which inspired the social media move. The Mirror campaign was launched after 19 people lost their lives in one week in May. Tragically the death toll was followed by another seven in the last record-breaking June heatwave. “It is absolutely amazing TikTok are going to help get this message across to young people, the target audience,” Simon said. “This could make a big difference. I am relieved. "The Mirror’s Save Lives for Sam campaign has clearly created a huge momentum and we need to build on this now.” Since his son died five years ago, Simon has been visiting schools trying to stop further tragedies. “It is vital to use platforms like TikTok as kids these days. That's their life, they have got their head in their phone, it’s all they live for that social media, everything revolves around it so we have to use this platform positively to reach them," he added. With TikTok's help, the RNLI is to share practical advice on staying safe at the coast, including the importance of choosing lifeguarded beaches, swimming between the red and yellow flags, and understanding the risks of cold water shock. Its content will also promote key lifesaving guidance, including "Float to Live" if you get into difficulty, and "phone, float, throw" if you see someone else in trouble. RLSS UK will use the partnership to promote its ‘Speak up. Be A Mate’ campaign, encouraging young people to speak up when friends are taking risks around water. TikTok said it wanted to help “more people access trusted, practical advice on how to stay safe in and around open water”. “Through this partnership, TikTok will support RNLI and RLSS UK to meet teens and young adults where they already are, with creators they trust, to make important water safety messages feel accessible, relevant and easy to understand,” its statement said. Ross MacLeod, RNLI Water Safety Manager, said: "We would like to thank the families who have supported the Mirror's 'Save Lives for Sam' campaign. The courage they have shown by coming forward to share their own stories has helped us to reach millions of young people with vital drowning prevention advice. "The RNLI is deeply saddened by the growing number of water related fatalities and we send our sincere condolences to the loved ones of those who have lost their lives. "Raising awareness of the dangers of open water and what to do should you find yourself struggling in the water is vital if we are to save more lives from drowning. "As the charity that saves lives at sea, much of our work focuses on water safety education and drowning prevention and we fully support campaigns which could help save more lives. "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." It said young people and teens were a "key risk group for drowning", especially during hot weather, and "sadly accounted for most of the water-related fatalities during May's heatwave". It added: "...we're aiming to equip young people with knowledge and understanding about the dangers of open water, and what to do should they find themselves or their friends struggling in the water. “This is why our partnership with TikTok is vital, sharing safety messages through the channels most relevant to them. "Our ask is that they remember the advice and share it with friends. We're immensely pleased to be collaborating with TikTok, in a partnership which could ultimately save lives this summer, and for years to come." Ashley Jones, RLSS UK Head of Water Safety and Education, said: “Recent tragic drownings have strengthened RLSS UK’s resolve to educate, share our expertise, and work with others to prevent further loss of life. “Through the Save Lives for Sam campaign, with the backing of bereaved families and partners across the sector, we are calling for urgent Government action to prevent further tragedies. “RLSS UK welcomes this opportunity to reach young people with vital water safety messages, particularly as young people remain one of the highest at risk groups for drowning. “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. “We're incredibly grateful to TikTok for their support and investment which enables us to share our expertise in lifesaving, lifeguarding, and water safety education to help prevent drowning so everyone can enjoy water safely this summer and beyond." TikTok UK is donating £400,000 to help both charities ‘amplify' their water safety campaigns throughout the summer. It said the credits would help young people across the UK access expert guidance before spending time near the sea, rivers, lakes, and other open water, supporting them to better understand the risks, make safer choices, and know what to do in an emergency. Ara Yoo, Head of Product Impact at TikTok said: "TikTok is a place where people discover, learn and share experiences. 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, giving people the knowledge and confidence to stay safe this summer." The Mirror has launched the Save Lives For Sam water safety campaign to tackle the UK's growing drowning crisis. Backed by MPs, Olympic champions, national water safety organisations and bereaved families, the campaign is calling for urgent action to make our waters safer. That includes 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. Find out more about the campaign and how you can support it here.