The ASA | OpinionMatters Objective The ASA wanted to map – on an unprecedented scale – the reality of school swimming as it stood at the time and use the insight garnered to learn lessons and help to safeguard its future. The ASA sought to deliver a PR campaign to reveal the results of their school census in order to instigate change, raise awareness of the ASA and discover parents’ attitudes towards childrens swimming education. Strategy By showcasing the standard of swimming in the UK via broadcast and a PR campaign the ASA sought to reach 3 target audiences with separate calls to action: The Government to have school swimming included in the curriculum and Ofsted to inspect standards in teaching Parents to support childrens’ swimming education Schools to make swimming a priority in thei

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