THE BRIEF

ppr were briefed to deliver and execute a creative idea to support the commercial partnership between PJ Marks and Swim Australia and, more specifically, around the launch of Swim It Forward. Swim It Forward is a charitable initiative by Swim Australia to take down financial barriers for more disadvantaged Australian families to enrol children in swimming lessons at their local swim schools.

OUR RESPONSE

Leaning into data around the inequity in access to swimming lessons for disadvantaged groups, we created a Powered-Up swimming lesson with 3-5-year-olds taught by Olympic swimmers and qualified swimming teachers at MSAC. We engaged Olympic swimmers including Elka Whalan (nee Graham), Matt Welsh and Andrew Lauterstein and on World Drowning Prevention Day, we held a media call for national news media to attend. All major TV networks attended and captured overlay of the swimming lessons, interviews with Olympians talking about the importance of learning to swim and key spokespeople from Swim Australia as well as the PJ Masks characters cheering the kids along in their swimming lessons.  

RESULTS

The activation garnered national news media coverage with an ASR of over $287,990 a reach of 2.8 million and generated 63 social media posts from the Influencers in attendance.  

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