When asked to quickly name five sports, my 10-year-sister said, “Basketball, baseball, soccer, swimming and cycling.” This threw me for a loop, as I planned to use her answer as proof that although kids love a good swim, few would immediately think of swimming as a sport to pursue competitively.
Maybe the kids you know would include swimming in their list, too, but USA Swimming, along with a group of industry-leading organizations, knew that some children, and their families, need extra inspiration. That’s why they asked Colle+McVoy to design a first-of-its-kind swimming campaign to both inspire more kids to take up the sport and make it likelier for them to do so through supplying their parents with the necessary online tools.
The Funnest Sport There Is
According to the SwimToday campaign, nearly 80% of families don’t consider continuing in the sport of swimming after their child has completed swim lessons. The campaign aims to change this, conveying swimming as “the funnest sport there is” and celebrating everything from its health benefits to its ability to help kids build confidence and even bring family and friends together for a fun time.
Informative Fun on the Web
Colle+McVoy created a fresh, user-friendly website, SwimToday.org, to house these online tools that allow parents to find clubs, pools and support. Paired with playful photography and taglines, as well as a new logo that represents the waves swimmers make in the pool, the site captures the wonder of swimming for those who already enjoy it, and it’s sure to excite children who are only just beginning to get their feet wet.
Getting the Word Out
The agency also created swim club kits to be distributed around the country. The kits include items like posters, wristbands, temporary tattoos and “towel cape clips” that allow kids to turn their swim team towels into superhero capes. These items, along with free downloads and more, are also available in the new SwimToday store.
The agency also created the hashtag #funnestsport to help get the word out via social media. This allowed the existing swimming community, even former Olympians, to show the world why swimming is the funnest sport.
What do you think? Does this first-of-its-kind swimming campaign inspire you to dive in?