Speedo Swim Generation
A global campaign tackling the ‘silent emergency’ of accidental drowning
the challenge
Speedo, the global swimwear brand, runs programmes in communities around the world aimed at encouraging people of all ages to swim, and to raise awareness about water safety. They approached Speak Media to create content for their new worldwide campaign – ‘Swim Generation’ – that focuses on the ‘silent emergency’ of accidental drowning.
what we did
Speak Media was tasked with drafting the project’s mission and vision as well as campaign guidelines, and delivering key promotional content including a public microsite, and a campaign handbook for safety and training partners around the world. Using information from our own research and from Speedo water safety partners such as the UK’s Royal Life Saving Society, we also devised top-level messaging, supporting copy, and compelling infographics for a range of online and print channels – and created the script for an inspirational short film aimed at inspiring stakeholders to get involved.
the outcome
The materials we helped the brand produce have been shared with thousands of internal and external stakeholders around the world, via a dedicated microsite, press activation and special screenings of the Swim Generation film helping to encourage key partners to sign up and play their part, from the US to India. The ultimate goal of the initiative – launched in May 2017 – is to contribute to the reduction of drowning worldwide, striving towards a world where everyone everywhere has the right to be able to swim.
Rob Brown, Speedo International’s Head of Governance & Corporate Responsibility, said: “Swim Generation embodies the values of Speedo, our purpose of inspiring more people to swim, and our passion to ensure that everyone can enjoy the freedom of being in water.
“Acting as a call to action, we hope that Swim Generation will have a ripple effect inspiring people everywhere to help make a difference, whether that be teaching someone basic swimming and swim survival skills or broadcasting water safety messages, spreading important life-saving knowledge far and wide.”
Check out the swim generation website here.