Are you swim ready?

With more and more Australians prescribed swimming for their health and wellbeing, we need to ask ourselves before we jump in are we SWIM READY?

Project:

Prescribed Swimming (Swim Ready)

Prequalification Category:

Marketing and Campaign Services

Date:

October 2019

Budget:

$100,000 Creative and Production

Project:

Prescribed Swimming (Swim Ready)

Prequalification Category:

Marketing and Campaign Services

Date:

October 2019

Budget:

$100,000 Creative and Production

Campaign Objectives

With more and more Australians over the age of 45 years being prescribed swimming for their on-going health and wellbeing, it was imperative for Royal Life Saving to raise awareness of the need for individuals to consider their current fitness levels and the effects of any medication they may be taking prior to swimming.

Strategy

To prevent drowning deaths involving people with pre-existing conditions the campaign asks Australians over the age of 45 years; ‘Are you Swim Ready?’

This succinct statement highlights the subject matter, before leading our audience through a number of instructional tips, including the need to chat to your doctor about your health, considering the effects of any medication you’re taking and remembering it’s safer to swim in a supervised area.

Target Audience

New South Wales residents over the age of 45 years were the target audience, in particular those using prescribed medications. A secondary audience were those involved in the aquatic industry to ensure they were also aware and active in educating others at the point of behaviour.

Execution

For impact and engagement, digital and social video content centred around the act of jumping in, well backwards in fact, with reverse footage taking our audience back to what they need to consider ‘before they jump in’.

The campaign hero is a likeable 45 year old male. Despite being a little overweight, he is completely at ease in his speedos and goggles, no matter where he wears them.
We see him at the chemist reading the fine print of some medicine with a pharmacist. We see him in a doctor’s consultation room, having a chat with his GP and we see him meeting up with his friend at an aquatic centre to join him for a swim.

The campaign ran across Royal Life Saving’s owned and earned online an social channels, as well as Aquatic Centres across NSW, with a range of point of behaviour collateral including displays, banners and mirror decals.

Results & Outcomes

The campaign was developed for NSW, however, has since been adopted by ACT and Tasmania with campaign material being shared across a national audience.

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