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ASA announce five new Kellogg’s Swim Active projects to get more people swimming

11 August 2011

Five projects from across England have been awarded grants equalling more than £75,000, through the Kellogg’s Swim Active Grant Scheme.

The funding, which was administered through the Swimming Trust, was offered to projects that increase swimming participation within under-represented communities and worthwhile organisations.

Kellogg’s has a long history of supporting community swimming projects with the ASA and we’re really excited about seeing these new projects in action.

Successful projects included;

Swimming helps children and families to be fitter, healthier and happier from MEND, a project focused across England, designed to improve the health and fitness of children above a healthy weight, through fun, non-competitive, pool-based activities.

Swim Together from the Richmond Leisure Trust based in the ASA North East region, which was awarded a grant of £11,950. This one year project has been designed to break down barriers to participation and develop swimming within the community.

Key initiatives include facilitating participation from birth through to retirement and tackling barriers such as, socio-economic deprivation, individual motivation and rural deprivation. The Trust will also create a new swimming timetable to bring the community together through a variety of fun swimming activities.

Kellogg’s Swim 4 Schools from South Cambs School Sport Partnership in the ASA East region. A lesson programme aimed at weak and non-swimming children aged 8-16 years, who are recognised as not being able to meet the Key Stage 2 swimming standard.

Changing for a better Lido from the Lido Charity Group, based in the ASA South East Region. This project will see the complete renovation of the 40 year-old changing rooms, to improve access and make changing more comfortable.

Mines a Swim from the Cornwall Aquatics Action Group based in the ASA South West region, which received a grant of over £28,000. The two year project aims to break down the barriers people face when accessing swimming within deprived rural areas of Cornwall.

The project will pave the way to participation by reducing activity costs, increasing transport links and creating a friendly and welcoming environment where individuals can improve their health and self-confidence.

Bruce Learner, Head of Partnerships & Corporate Responsibility for Kellogg’s Europe, said: “Kellogg’s has a long history of supporting community swimming projects with the ASA and we’re really excited about seeing these new projects in action, with the overall aim of getting more people swimming as part of a healthy lifestyle.”

Encouraging individuals into the pool is one of the ASA’s key initiatives. The organisation is keen to promote the health, fitness and social advantages that a 30 minute swim can offer to people of all ages.

The Kellogg’s Swim Active initiative supports these key messages, by asking applicants to focus on developing ideas that benefit deprived communities, break down barriers and target non-swimmers.

Brian DeVal, Honorary Secretary of the Swimming Trust and keen swimmer, said: “The response and enthusiasm from all of the organisations that prepared a bid was amazing. We received over 90 applications covering a wide range of ideas to get more people swimming and remaining active.”

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