TikTok выделил 400 тысяч фунтов на кампанию по безопасности на воде для молодежи

TikTok has partnered with the RNLI and donated £400,000 in hopes to target young people with water safety messages on social media. The new partnership, which also includes the Royal Life Saving Society UK (RLSS UK), aims to deliver lifesaving advice directly to teens and young adults through the global platform. The goal of this summer's campaign is to reach those at higher risk of water-related incidents as more young people spend time around beaches, rivers and lakes. READ MORE: New Japanese restaurant promising "memory, warmth, and sharing" opens in Bournemouth Poole Harbour Commissioners "disappointed" with axed ferry route to France Primary school in Poole praised for it's 'loving' environment where pupils 'belong' Ross MacLeod, RNLI water safety manager, said: "Young people and teens are a key risk group for drowning, especially during hot weather, and sadly accounted for most of the water-related fatalities during May's heatwave. "As the charity that saves lives at sea, 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." TikTok UK is supporting the project with more than £400,000 in advertising credits, enabling both charities to expand their campaigns and reach wider audiences. The RNLI has confirmed it will use the platform to share practical safety tips for staying safe at the coast, such as choosing lifeguarded beaches and swimming between the red and yellow flags. They will also promote the "Float to Live" message and the "phone, float, throw" advice for assisting others in difficulty. The RLSS UK will reportedly use TikTok to promote its "Speak Up. Be A Mate" campaign, which encourages young people to speak out if they witness risky behaviour around water. The campaign will also reinforce the Water Safety Code, covering hazard assessment, staying together, and emergency response. Ashley Jones, RLSS UK head of water safety and education, said: "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." The partnership reflects TikTok's broader commitment to supporting young people both online and offline through safety tools, education and collaboration with expert organisations.