In this keynote, Ross MacLeod will explore how Float to Live evolved from cold-water immersion science into a practical, evidence-led public safety campaign with demonstrable real-world impact. Drawing on the recently published paper “From lab to lifesaving” as a foundation, the session will focus especially on how the campaign has been developed, tested, refreshed and managed by the RNLI over time, and what that journey can teach others working in rescue, public safety and prevention. It will cover the shift from warning people about danger to giving them a simple action to take, the role of audience insight and creative testing, and the importance of collaboration between researchers, rescuers, communicators and partner organisations. The lecture will also highlight the campaign’s direct line of sight to helping save lives, with unsolicited survivor testimonies showing that remembering the message to float has helped multiple people stay calm, stay afloat and survive until rescue. Float to Live is now not only a major UK campaign, but an example of how evidence-based communications can contribute to lifesaving in practice and support international learning and collaboration, including World Drowning Prevention Day activity