Diving into water equity

Turning a water safety crisis into a movement for equity, access and joy.

THE CHALLENGE

With 1 in 4 UK children leaving school unable to swim, Speedo recognised a responsibility to look beyond high-performance gear. We partnered to tackle the systemic and cultural barriers to feeling confident in the water, turning a national safety crisis into a long-term commitment to water equity and joy for historically overlooked communities.

13 million completed views of the "Swim United" platform

91% water-safety success for 2,500+ school children

National policy influence on water equity and pool access

For many, the pool is a space of exclusion rather than leisure. Our research revealed that swimming lacked relevance because it lacked representation; for many communities there are significant cultural and economic barriers to taking up space in the pool. To spark a movement, we had to move from "teaching a skill" to "inviting people into a joy."

We launched Swim United, a purpose-led platform built on radical inclusivity. We co-authored "Swim Stories", award-winning films documenting real families from Caribbean, Keralan, and disabled communities to normalise the presence of diverse bodies in the water. We managed an intensive, hands-on programme across 30 London schools, providing intensive lessons for 2,500 children. By partnering with community organizations and swimming activists, we ensured our approach addressed the practical, cultural, and psychological barriers to swimming simultaneously.

The results were unprecedented: 13 million completed views and a 91% water-safety success rate among participants who previously lacked access. The campaign didn't just win awards; it influenced national policy on pool access and water safety. We proved that when you bridge the gap between commercial power and social utility, you don't just win hearts, you save lives.