Huge congratulations to MISSION Agency, Livity for winning the best Brand-Led Equality and Inclusion Campaign at the #PurposeAwardsEMEA for their work with Speedo to launch Swim United.
Despite swimming being part of the national curriculum, 1 in 4 children leave primary school unable to swim. That’s 25% of kids at risk of drowning if they were to fall into water. Typically, these children come from ethnic minority and socially disadvantaged backgrounds and with pool closures and the cost of living crisis, it’s getting worse. Speedo partnered with Livity alongside The Black Swim Association and GLL (Better Gyms), to kickstart a movement to bring equity to the pool and get more families swimming. The campaign did a tremendous job raising awareness of the issue with content viewed over 26M times. Content centred around direct education, school engagement, pledges from British Swimming’s biggest names – Adam Peaty, Ellie Simmonds and Michael Gunning and broader stakeholder partnerships to demand better from the Government. This campaign has led to the Government investing £63 million to support leisure centres with pools.
Well done to all involved! To read more about this campaign click here: https://livity.co.uk/swimunited/
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