Pub group Nicholson's has teamed-up with the Royal National Lifeboat Institution (RNLI) to help prevent drowning around the UK.
The company has 20 waterside pubs and is doing its bit to educate staff and customers about safety around the water.
Every year about 190 people die in rivers and coastlines in the UK and Ireland.
The RNLI's Respect the Water campaign will educate people in the pub about floating instead of following the body's natural instinct to swim when in danger, and what to do in an emergency.
Throw bags will also be provided to pubs by the Thames. The pubs will donate 50p from fish meals on a limited-edition menu to the charity.
Nicholson's marketing manager Annette Middleton said: "The safety of our guests is at the forefront of our operations and this is a fantastic opportunity to raise awareness of the lifesaving messages that the RNLI is conveying."