Allianz and Howatson+Company create a swim club for adults who can’t swim

18 October 2023
 

Creative Agency: Howatson+Company

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"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

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