Kids Swim Free

Kids Swim Free

The brief

To encourage young people in the 5 Olympic boroughs to take part in a free swimming scheme over the Easter holidays.


To create the Kids Swim Free brand and to underpin it with a direct mail campaign including 250,000 fliers and 5,000 posters distributed to schools, leisure centres and boroughs, supported with a PR launch and campaign micro site.


  • 75,406 young people took part in the scheme
  • A 131% increase in participation
  • 52% recall of the Kids Swim Free brand/programme
  • 27% of young people had a swim free card