CorpComms Magazine

Drowning is now the third most common cause of death among under 16s, claiming about 50 lives per year. But while swimming lessons are part of the National Curriculum, poor facilities and a lack of funds and time leave many schools struggling to fulfil this requirement.

In recognition of the issue, Southern Water launched a programme to teach children aged between four and 12 to swim that judges described as 'relevant, creative and effective'.

The water company, which supplies drinking water to more than one million homes across Sussex, Kent, Hampshire and the Isle of Wight, had a multi-stranded approach. It signed up 83 swimming centres across the region, particularly those in deprived areas, to take part in the 'Learn to Swim' campaign, and provided them with training equipment, such as floats and dive sticks, and essential funding. Southern Water also worked with sponsors to more than double the funding available.

Special teachers' seminars were run for 200 instructors, who received t-shirts and swimwear, while Southern Water's staff were encouraged to volunteer their help and given time off to attend swimming sessions.

Swimming personalities, such as Olympic gold medallist Duncan Goodhew and six times Paralympic gold medallist Sascha Kindred, highlighted the campaign, leading to additizonal media coverage. Local MPs and other celebrities were also invited to 'Learn to Swim' sessions to raise the scheme's profile.

Over the year the campaign, which is now in its 16th year, taught 40,000 children to swim. Each child who takes part receives a special bag, in which to keep their kit and safety booklet, and a special certificate once they 'graduate'.

To recognise the bravery and efforts of youngsters who overcame disability or hardship in order to learn to swim, Southern Water created two special Achiever of the Year events where 'winners' received a certificate signed by Matthew Wright, chief executive of Southern Water, and Goodhew, who also made the presentations.

Profiles of 'Achievers of the Year' were created, which provided news pegs to promote the campaign, but also provided a special memory for the 62 recipients. 'This was the stand out entry for me,' said one judge.

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Highly commended entry

Responsible relationships with our clients, colleagues and communities - Linklaters

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Shortlisted entry

Bin it! - Wrigley - Agency: Ed Coms

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