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

In 2019 there were 276 drowning deaths across Australia. The primary objective of Royal Life Saving is to implement safety programs and awareness initiatives to proactively reduce this number.

Circus was commissioned to develop and launch the 2019 'Swim Ready' campaign, with a specific focus on preventing drowning deaths involving people with pre-existing health conditions.

To achieve this we needed to increase awareness of the need for individuals to consider, before swimming;

1. their current fitness levels; and
2. the effects of any medication they may be taking prior to swimming.

Strategy

The strategy was to trigger self-reflection, then provide a range of clear information resources and support.

To prevent drowning deaths involving people with pre-existing conditions the campaign asked Australians 'Are you Swim Ready?'

This succinct question highlighted the subject matter with strength and simplicity.

The audience was then led through a number of instructional tips, including:

- chat to your doctor about your health;
- consider the effects of any medication you’re taking; and
- remember it's safer to swim in a supervised area.

An important component of the Swim Ready strategy was also to engage the management of aquatic facilities and have them provide information and advice to the target audiences at the point of behaviour.

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 our primary target audience.

Execution

Circus developed a wide range of video materials, wrote the messaging, designed and outputted a range of point of behaviour collateral including displays, banners and mirror decals.

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 was 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 and social channels, as well as Aquatic Centres across NSW.

Supporting Activities

To assist with the film production, Circus brought together a film production crew to produce the video content.

Results & Outcomes

The Swim Ready program has contributed to a reduction in drownings across our 45yr+ target market, with a 10% reduction in 2020 compared to the 10 year average.

Over 120+ aquatic centres implemented the Swim Ready program in NSW. This positive uptake has been extended as the program was adopted by ACT and Tasmania with campaign material shared across a national audience.

we are here to make a difference

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Surry Hills NSW 2010
email: hello@circusgroup.com
 |  phone: +61 2 9954 6777