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Most Americans viewed swimming as a leisure activity and not as a sport and when swim lessons end, parents take their kids out of organized swimming. USA swimming, the governing body of the sport, needed to take advantage of the Olympics to get people back into the sport. So we created #swimunited to get kids back to the sport and into the pool.

The campaign launched with a spot that earned USA Today’s Ad Meter honors among titans like Coca-Cola, Nike and Samsung.





We followed up with a whole new way to sing the national anthem.





The #swimunited campaign got results:
Increased swim team membership by 60%
Searches for swim clubs increased 214% during the campaign
100,000+ #SwimUnited tags were shared.