For the next three months, First Class customers on East Midlands Railway (EMR) trains who eat a packet of crisps will be helping to support the Royal National Lifeboat Institution (RNLI).

East Midlands Railway has teamed up with Burts Snacks to support the institution’s ‘Float To Live’ water safety campaign.

For every bag of crisps consumed by First Class customers on East Midlands Railway (EMR) trains, the company will make a donation to the Royal National Lifeboat Institution.

Customers travelling in First Class on East Midlands Railway trains can request complimentary bag of Burts’ crisps, and will make a small donation to the RNLI for every packet of Lightly Sea Salted, Sea Salt & Malt Vinegar, or Prawn Cocktail flavour crisps provided to customers.

Float to Live Campaign

The ‘Float To Live’ campaign aims to:

• Educate the public on the importance of staying safe on and around water,.
• Promote the institution’s life-saving advice.

• If you found yourself struggling in the water unexpectedly, your instinct would tell you to swim hard. But cold water shock could make you gasp uncontrollably. Then you could breathe in water and drown. Instead, you should Float to Live.
• The best way to float is to tilt your head back with your ears submerged. Try to relax and breathe normally. You can gently move your hands to help you stay afloat if you need to. Spread your arms and legs out to improve stability and it’s OK if your legs sink, we all float differently. Once your breathing is under control, call for help or swim to safety.

Earlier this month, East Midlands Railway launched a Community Fund with £200,000 available in grants to community groups along its routes.

Last Christmas, the company worked with its sandwich provider to raise funds for children’s charity, Meals and More by donating 25p to the charity for each Simply Lunch Vegan Festive Feast sandwich sold it.

We are proud to support this important campaign and help raise funds for the RNLI.

We serve a number of busy seaside resorts and hope our customers not only enjoy the crisps but also take in the key advice of the ‘Float to Live’ campaign.

Philippa Cresswell, East Midlands Railway Customer Service Director

We are delighted to see East Midlands Railway supporting our Royal National Lifeboat Institution pack takeover campaign.

We’d like to thank EMR for helping us spread the RNLI’s key message ‘Float to Live’ among their customers, as it could be lifesaving advice and is such an important part of this campaign. By including RNLI heroes on our packs, we hope it will encourage customers to improve their knowledge of water safety.

Claire Wade, Head of Sales at Burts

Working with Burts on its pack takeover campaign has been a fantastic opportunity to get our key message out there, as well as raise awareness for the crucial work we do here at the RNLI.

We would like to thank East Midlands Railway and its customers for their support in this campaign, as it is incredibly important that everyone knows the five key steps to our ‘Float to Live’ advice it could save someone’s life.

Anna Jones, RNLI Partnerships Manager at the RNLI,