Overview
The Australian Swim Schools Association (ASSA) is the nation’s peak body for swimming schools. As a not for profit organisation, ASSA aims to enhance the learn to swim and water safety industry. Zephyr was engaged by ASSA to elevate its position in the swim school industry, while raising awareness around ASSA’s commitment to key water safety initiatives.
Our approach
Throughout the course of the 2020-2021 COVID-lockdowns, Zephyr pioneered a national advocacy campaign with ASSA to re-open swim schools. We curated thought leadership articles for positioning in leading industry B2B publications, keeping swim safety front of mind for key stakeholders. Following the exit from lockdown, we swiftly shifted gear to drive conversation around the resurgence of swimming skills and ASSA’s water safety campaigns.
Media Highlights
Over a span of seven months, we achieved significant media coverage for ASSA, reaching more than 21 million people across key metropolitan and regional markets. The thought-provoking news pieces brought about positive change in the learn-to-swim industry, particularly during the Covid-19 pandemic. Notably, our efforts in advocating for the reopening of indoor swimming pools through coverage in the Daily Telegraph, 2GB, and ABC resulted in the state cabinet responding to the appeals and accelerating the opening date, providing much-needed relief for swim schools. Our ongoing partnership with ASSA has helped the client secure national coverage in mainstream print, online and broadcast media. ASSA has also regularly featured in the pages of leading industry publications, parenting and family media, and niche outlets.
