Swim England

A nation swimming

#LoveSwimming campaign shortlisted for Sports Business Awards

A nationwide drive to help promote swimming as a pastime that helps improve physical and mental health as well as creating long-lasting family memories has been shortlisted for a major sports award.

#LoveSwimming is an industry-wide campaign led by Swim England and supported by 12 partners across the country.

Featuring four different promotional waves, #LoveSwimming used real-life stories to get the country talking about aquatic activity and encourage more people to take a dip in the pool.

It has now been named a finalist in the Sports Business Awards Best Sports Governing Body Initiative category.

The winner will be revealed at a ceremony held at The Brewery, Chiswell Street, London, on Friday 31 May.

Kate Rudkin, Swim England head of brand partnerships, said: “We’re thrilled that #LoveSwimming has been named a finalist in the Sports Business Awards.

“It’s proved to be a very popular campaign and is going from strength-to-strength in terms of reach and impact. 

“We’re excited about the launch of wave four and hope that people can relate to the stories told and be inspired to head to their local pool.”

In the running

The finalists in the Sports Business Awards Best Sports Governing Body Initiative category are:

  • Fighting Chance Scholarship Programme – British Martial Arts & Boxing Association (BMABA)
  • GolfSixes League – The Golf Foundation
  • International Table Tennis Federation – International Table Tennis Federation Foundation
  • #LoveSwimming campaign – Swim England
  • Transforming an International Federation – International Netball Federation

#LoveSwimming was launched in October 2017 with Because Their Console Doesn’t Work Underwater, which aimed to encourage families to disconnect from too much screen time and reconnect at their local pool.

Together – the title of wave two in April 2018 – showed how swimming can help create precious family moments while enjoying an active lifestyle.

In October 2018, #LoveSwimming tapped into the topical issue of mental health with Escape.

Targeting adults, specifically females, it showed how swimming can be an escape from the pressures of everyday modern life.

Wave four is scheduled to be launched in April 2019 and focuses on the positive impact of swimming on physical health.

It features people who have been ‘prescribed’ swimming by a health professional.

#LoveSwimming is backed by 1Life, Active Nation, Circadian Trust, Everyone Active, Freedom Leisure, Gateshead Council, GLL, Leicester City Council, Nottingham City Council, Nuffield Health, Places Leisure and Serco, while Run Communications has also played a key role in the campaign.