Luxury dive holiday company, blue o two, has collected a staggering £11,363 in just 12 months for Bite-Back by inviting its customers to donate 20 pence per cylinder fill on its four Red Sea liveaboard vessels.

Stacked end-to-end, the 20 pence coins would create a column that’s a whopping 94.3m long — longer than the famous red sea wrecks, Giannis D (87m) and the Carnatic (90m).

The partnership programme, Breathe Life Into The Oceans, has captured the imagination of divers from all over the world keen to contribute to conservation initiatives with each dive they do.

Director of blue o two, Jason Strickland, said: “As recognised leaders of the Red Sea liveaboard sector we wanted to spearhead an initiative that actively contributed to the success of a marine conservation charity. For us Bite-Back was the obvious choice and we’re delighted to help fund its important campaigns.”

The financial windfall has helped the charity negotiate with MAKRO to stop selling blue shark in 18 stores, prompt Innocent Drinks to drop an on-pack promotion to win 50 shark fishing prizes, expose and reform Slimming World’s suggestion that its 400,000 members eat shark to lose weight, and rebuild its web site entirely.

Campaign director for Bite-Back, Graham Buckingham, said: “blue o two has been a central supporter of Bite-Back for years but this new partnership has become a vital bloodline for the work we do. We’re indebted to all the divers who took part and we’re enormously proud of our association with blue o two.”

Already the multiple-award winning holiday company has pledged its support for Bite-Back in 2012 and plans to raise a similar sum for the charity. To find out more about blue o two’s holidays click here.