Uncle Tobys launches campaign to teach kids to swim

Uncle Tobys and the Royal Life Saving Society Australia have launched “Operation 10,000” to help under privileged kids learn to swim.

The campaign, part of the organisations’ joint foundation Swim Kids, aims to provide 10,000 less fortunate kids with free swim and survive lessons in 2012.

Uncle Tobys brand ambassador Grant Hackett features in a long form documentary that tells the story of Charbel, a six year-old boy afraid of the water who learns to swim. The documentary has been cut down to a TV spot.

The Swim Kids Facebook page will also call on its 40,000 members to use a profile picture application that places goggles over its users’ photos.

Uncle Tobys will donate $5 for the first 20,000 ‘goggled’ profile pictures. The application will be launched on Friday 10 February.

The agencies behind the campaign included The Conscience Organisation, ZenithOptimedia, Elite Sports Management and McCann.

Clive Burchem, CEO at TCO said: “As a father of two young children water safety is absolutely essential and I think that the work we have created will be highly emotional for parents out there and we hope in turn, they are compelled to support this fantastic cause.”

Angela Kominatos, sponsorship & digital communications manager at Uncle Tobys said: “We hope people are touched by Charbel’s story and feel compelled to support Operation 10,000 to help less fortunate children to get the swimming lessons they need and deserve to swim and survive.”

Documentary credits

Directer: Toby Morris
Producer: Henry Kalaf
Account Director: Samantha Warfield
Strategy & Ideation: Danny Robson
Post Production Sound: NOISE International
Music by Oliver Tank


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.