Cheer On
Integrated campaign for Starlight Foundation
We needed to convice Australia to sign up to Starlight Foundation’s national swimming challenge to raise money for sick kids.
By its very nature, swimming is a solo activity. So, I found the insight that it’s easier commit to a challenge when people cheering you on. This formed the concept for Cheer On.
Cheer On was the most successful Super Swim on record, raising over $2.6 million, recruiting 6,086 participants and smashing the results of the previous year by 30%.
My role: Insight and concept, TVC and radio script and helped produce the ads.
30 second radio
The radio ad is designed to emulate the muffled and inspiring sounds of faint applause while swimming underwater.
