Brand Strategy, Broadcast, Digital Strategy, Print
About USA Swimming
Most Americans view swimming as a leisure activity, not a sport. As a result, participation has stagnated over the past decade. USA Swimming was looking to reverse this trend and attract more kids to join local swim teams. We set out to remind the world that team swimming is not only a sport, it’s a lifetime of fun.
A 30-second spot focused on the health benefits, fun, discipline and teamwork of swimming, with a 9-year-old swimmer high-fiving his cheering teammates after he completes a race.
The redesign of swimtoday.org streamlined parents’ ability to find facilities and teams in their area and made it easier to get answers to common questions.
These downloadable, customizable posters were designed for display at local pools encouraging parents and kids to join a swim team.
Through swimtoday.org, a variety of customizable promotional items were created for swim teams to use to spread the fun and excitement of swimming.
Appearing at pools, online, on social media, and in swim clubs and organizations across the country.
On April 1, we introduced the world to a new scent: Eau de Chlorine. It involved a manatee (of course) and people swimming in fancy clothes.