If spiking happens to one of your faves, remember B.A.B.E.S.
#IGOTYOUBABES
- 73% of people don’t know what to do in a spiking situation and Malibu want to change that. Malibu’s Censuswide I Got You B.A.B.E.S report shows that victims are feeling abandoned and alone
- Malibu launch I Got You B.A.B.E.S campaign to help people understand what to do in an spiking emergency through a catchy and memorable new song
- Malibu is working with Stamp Out Spiking to train 2000 festival, bar, club, convenience staff and consumers to know what to do in a spiking situation. The brand is also donating £20,000 to the charity
- As additional on the ground support, Malibu has partnered with Popworld venues across the UK to install nightlife safety app Where You At to track friends and send an alert in an emergency
Malibu today launch a new five step protocol to educate people on what to do in a spiking situation, as part of its new campaign I Got You B.A.B.E.S fronted by Amber Davies and Munya Chawawa. Malibu’s Censuswide I Got You B.A.B.E.S report identified that 73% people don’t know what to do in a spiking situation. 70% of victims felt vulnerable on nights out when spikings occurred and didn’t know where to turn for help. Malibu want to change this.
Malibu has worked with Munya, who is known for creating topical content and landing serious messages in a not so serious way, and West End star Amber, who feels passionately about spreading the word on how to help your bestie on a night out if a spiking situation occurs.
If a spiking happens to one of your faves, remember B.A.B.E.S
Buddy Up – Stay with your friend
Alert Staff – Speak to bar or door staff for assistance
Be Chatty – Keep your friend talking
Emergency Call – Call 999
Switch to Water – Sip water, not alcohol
To make sure this guidance is accurate and effective, Malibu worked with Good Night Out, the global campaign for safer nightlife, who have been supporting venues worldwide for ten years.
For Malibu, every moment matters and life is about creating memories. Whilst the brand cannot solve several factors contributing to the rise of spiking (65% of 18-25 year olds have noticed an increase in spikings since the pandemic), it can equip drinkers with the knowledge of what to do if it happens to them or a friend through the new I Got You B.A.B.E.S campaign. The campaign includes catchy content that distils the five research-based steps to ensure they are as memorable as possible. For further information on how to deal with a spiking situation, search Malibu I GOT YOU B.A.B.E.S or visit https://www.malibudrinks.com/en-gb/babes/.
Amber Davies, said: “It’s been so fun working with Malibu and Munya on the I Got You B.A.B.E.S. campaign and content. This night safety campaign literally spells out the steps to take if one of your friends is a victim of spiking, so if a spiking happens to one of your faves, just remember B.A.B.E.S. I have seen first-hand that when faced with a spiking situation, people are often unsure what to do or where to begin. Reflecting on my own experience, it would have been so reassuring for me and my friends to have had access to B.A.B.E.S, so we have created these practical and memorable steps, that means everyone can look out for their besties. Munya is so talented at creating catchy lyrics and jingles that stick in your head, I can’t stop singing it! Malibu is training people across the country and partnering with venues to make sure friends never feel alone on nights out, we all want to embrace the good times and enjoy nights out with our huns!”
Munya Chawawa added: “I’m a big advocate for using comedy and light-hearted content to instigate meaningful change. Teaming up with Malibu on this project hopefully gives us all the nudge to look after our friends and those around us on a night out.”
Malibu has partnered with Stamp Out Spiking, a charity dedicated to tackling spiking through research, education, and policy change. The partnership includes a £20,000 donation and training for 2000 staff from bars, clubs and NISA, Spar and Parfetts convenience stores across the UK.
To create a safer nightlife environment, Malibu has also partnered with the Where You At app to sponsor Popworld venues across the UK to install the app, which helps people find their friends inside busy venues on a night out completely offline. You can also send a PING notification inside the venue as a safety net. Never lose your friends on a night out again, by downloading the app here, then add your friends on the app via username or QR code ahead of your night out at Rosie’s Popworld in Birmingham, Ark Manchester and Popworld Plymouth.
As part of Malibu’s partnership with Foreverland festivals until New Years Eve, 200 staff will be given training on how to deal with a spiking situation. There will be education on spiking provided by Malibu in the Foreverland newsletter and on the website, with Malibu brand representatives offering free water to guests on their way home.
I Got You B.A.B.E.S is the second installment of Malibu’s Nighttime Safety platform ‘Good Vibes Only’, which each year tackles a variety of issues affecting 18-25 year olds on nights out. With the recent rise in concerns around spiking incidents, this year’s campaign focuses on education and awareness of dealing with spiking situations if they do happen and spans across the UK.
Liam Murphy, Brand Director at Pernod Ricard UK, comments:
“To build on our Good Vibes Only campaign launched last year, we want to create a lasting impact with the I Got You B.A.B.E.Scampaign. As a brand, Malibu celebrates living in the moment, embracing the good times and above all enjoying nights out with friends safely. It’s been great to have Munya and Amber at the forefront of this campaign to share our messaging and raise awareness of what to do in a spiking situation. We’re so glad to be supporting Stamp Out Spiking to continue their work in the space and to be partnering with Where You At and Popworld venues across the UK to build further ways to keep people safe on nights out.”
Dawn Dines, CEO of Stamp Out Spiking, said:
“We’re delighted to be working with Malibu, and we’re glad that one of the world’s top drinks companies is taking a stand on this very important issue. Education is the key to safeguarding on all spiking related issues.”
Karen Tyrell, CEO of Drink Aware, said:
“Drink spiking is a serious crime that can happen to anyone at any time. It’s important to be able to recognise the signs and know how to help someone you suspect has been a victim. Malibu’s latest campaign aims to deal with a serious subject in a light-hearted way in pursuit of driving engagement and landing a simple, actionable message of what to do should you experience spiking. Drink aware also provides lots of advice on our website drinkaware.co.uk”
For further information on how to deal with a spiking situation, visit https://www.malibudrinks.com/en-gb/babes/ for resources from our partners Drink Aware, Good Night Out, Stamp Out Spiking and Where You At.