International Learn to Swim Week 2018
STA is a UK charity that works globally to promote the teaching of swimming, lifesaving and the importance of water safety education. For the first time in May 2018, STA’s annual awareness campaign ‘Learn to Swim Week’ went global, with swim schools from as far as South Africa, Vietnam and the Ukraine taking part.
It was a first-of-its kind international marketing campaign; designed to raise awareness and promote the importance of learning to swim as a key life skill.
With drowning being the third highest cause of accidental death of children, STA’s campaign provides a concerted communications channel for swim schools to have a global focus on the importance of water safety and encourage participants, regardless of age or ability to get involved.
The free-to-join campaign is multi-faceted in order to facilitate all the different types of swim schools taking part – from baby to adult swimming. As an added dimension in 2018, STA also reached out to people across the world in search of worthwhile water-related causes to support.
The impact of the 2018 international campaign was significant. It recorded its greatest success, with a 201% INCREASE in participation across the world.
The countries involved: UK, China, Australia, Cyprus, Singapore, Ethiopia, Ireland, Germany, India, Russia, South Africa, Portugal, Trinidad and Tobago, Guernsey, Hong Kong, USA, Thailand, France, Malta, Kenya, Isle of Man, Vietnam, Brazil, United Arab Emirates and Ukraine.
Marketing wise, the #LoveWaterSafely campaign message also reached an audience in excess of 10 million across traditional and social media.
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