JEANS FOR GENES

CHALLENGE/PROBLEM

Increase awareness of Optus’ sponsorship of grassroots swimming programs and the Australian Swimming Team, by encouraging parents to seek out their local Optus Junior Dolphins Program and swimming facilities via the Optus Swim Finder.

INSIGHT

Swimming is one of Australia’s most successful sports on the international stage and a favourite Aussie pastime, however there’s been a dramatic decline in the number of junior swimmers from the age of five years old.

METHOD

Leverage two key ambassadors, Mack Horton and Libby Trickett to generate print, TV and radio media coverage that celebrates the ambassadors ‘Early Years’ and strategically tells the stories of their first years in the pool to amplify the importance of Optus Junior Dolphins.

RESULTS

An aggregate total reach of 4 million with a total of 24 media hits.

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