Sports and Recreation: Get Active ‘Youth Aquatic’ Campaign.

Growing Get Active Victoria’s pool of swim instructors.

The challenge

Get Active Victoria, an initiative of the Victorian State Government, faced a unique post-Covid challenge: with public pools being closed for so long over lockdown, swimming instructors had left the industry to work elsewhere. This had a diabolical effect; without trainers, the Victorian community would not be able to learn to swim.

Hive was asked to develop a campaign to show people that a career as a swimming teacher was once again very possible and convince individuals and facilities to take advantage of the government’s benefits that had been made available.

The solution

Data showed us that those most likely and suited to being a swim instructor would be young adults already engaged with water and recreation facilities. Those looking to put their energy toward something meaningful.

Our campaign would reach them via the pools, gyms, organisations, and facilities they frequented, showing them that swim teaching is a career with purpose. Something you can dive into and find reward in.

The result

Dive In is a campaign that works with the Victorian State Government brand to create a distinctive initiative without breaking the rules. A campaign that swims with the current, leans into the channels organisations have readily available, and lets them help find, inform, and convert the right candidates.

While it’s too early to have results, we are hopeful that new swim instructors will start flowing into the industry soon.

Flyers: An abstract wave mark and vibrant photography create a playful, inviting design that connects with each application.

TV: Simple, clear messaging speaks directly to young people and stakeholders, ensuring easy engagement and guidance.

Tiles: A passion-driven approach showcases inspiring imagery of instructors, encouraging individuals to explore new paths and rekindle old interests.

Banner: Dynamic elements and flexible layouts bring a unique visual identity to life, seamlessly adapting across diverse assets.