"Giving Australians the confidence to enjoy the best of what life has to offer."
Water is a way of life in Australia, yet research from Allianz Australia has revealed that 60% of adults can’t swim or want to be more confident in the water.
These statistics build on previous findings from Royal Life Saving Australia that 1 in 4 Australian adults either can’t swim or are weak swimmers.
To help, Allianz has partnered with Howatson+Company, AUSTSWIM and Masters Swimming Australia to create Allianz Swim Club, a free learn-to-swim program designed for adults who have faced years of fear, embarrassment or even trauma over the water.
Gemma Cadwallader, head of Allianz brand and consumer marketing, said its new ‘Ready’ brand platform is about giving Australians the confidence to enjoy the best of what life has to offer.
"Allianz Swim Club delivers on that promise by offering free lessons in a fun and non-judgmental environment to help these Australians become more confident in the water and feel ready to enjoy the Australian summer," she said.
“As a brand synonymous with sport, from our stadiums to our Olympic and Paralympic sponsorships, this exciting new program is a chance to support the broader Australian community, not just elite athletes.”
Bradley Low, CEO of AUSTSWIM, said unlike ordinary swim classes, each lesson is designed to give participants both physical and emotional skills, a supportive community to learn with, and pride about learning late in life.
"With more than 800 lessons generously donated by Allianz Australia, we believe this is going to make a genuine impact to thousands of Australians’ lives. Especially as summer approaches," he said.
Recruitment for the club opened on July 25th, with an integrated campaign across TV, social and OOH – including films shot by director Grant Sputore (Scoundrel), and PR support from Olympic champions Cate Campbell and Owen Wright.
This led to over 8000 sign-ups in just two weeks, with over 181 pieces of national coverage.
Gavin Chimes, executive creative director at Howatson+Company, said while a lot of us have core memories of splashing about in pools or at the beach - many others have memories of watching on from the sidelines.
"To be able to help people overcome their fears or embarrassment has been a humbling experience. And to do it at scale, with incredible partners, makes it even more rewarding," he said.
Allianz Swim Club’s first 8-week program has begun with lessons underway in 15 pools across 5 states.
Credits:
Agency: Howatson+Company
Chief Executive Officer: Chris Howatson
Group Managing Director: Renee Hyde
Executive Creative Director: Gavin Chimes
Creative Directors: Elaine Li, Jared Wicker, Scott Zuliani
Head of Production: Holly Alexander
Senior Producer: Natalie Greaves
Client Partner: Phillippa Netolicky
Group Business Director: Liz Stephens
Business Director: Georgia Price
Business Manager: Angelica Elvy
Planning Director: Sam Butcher
Head of Craft: Ellena Mills
Designer: Sam Reiher
Art Director: Elly Pipiciello
Copywriter: Katy Hulton
Senior Experience Designer: Chloe Schumacher
Finished Artists: Simon Merrifield, Patrick Rivera
Head of PR: Ben Handberg
Senior Account Director – PR: Melinda Durston
Account Executive – PR: Bella Hayes
SWIM TVCS
Director: Grant Sputore
Executive Producer: Adrian Shapiro and Kate Gooden
Producer: Giordi Caputo
1st AD: Andrew McInally
DOP: Stefan Duscio
Production Designer: Andrei Meintjes
Stylist: Bea Berry
Post Production: Heckler Executive Producer: Will Alexander Senior Creative Producer: Coralie Tapper Lead Editor: Andrew Holmes Colourist: Fergus Rotherham Online Artist: Julian Ford
Edit Assistant: Daniel Page
Music & Sound: Heckler Sound
Executive Producer: Bonnie Law
Original Music: Heckler Sound
Music Editor: Johnny Green
Sound Designer: Dave Robertson
SWIM CONTENT
Content by Scoundrel Films.
SWIM STILLS
Stills Photographer: Scott Heldorf
Digi op: Paul Castle
