“We’re not saving lives” is a saying we’re familiar with in this industry, when we’re under-the-pump or trying to contextualise a cock-up we’ve made, however in a recent project for UNCLE TOBYS Swim Kids, we actually are saving lives.
It’s called Operation 10,000, which is a fundraising and awareness initiative aimed at providing 10,000 less fortunate kids with FREE Swim and Survive lessons in 2012.
It’s been a passion project of ours over the past seven months and we’re proud to see it launch today. The campaign was a collaboration between a number of great agencies, namely Elite Sports Management, Zenith Optimedia and McCann.
We’re particularly proud of the below documentary, directed by our very own Toby Morris.
It’s part of a fully-integrated campaign that includes long form content, a TVC, as well as featuring in OOH and through a PR activation at Customs House.
UNCLE TOBYS founded Swim Kids in partnership with Royal Life Saving Society Australia in 2010, and ‘Operation 10,000’ is their largest campaign to date.
Thanks to everyone who worked on this project. We’re really excited to see this campaign come to life in the coming weeks.
TCO props go out to all involved; Clare, Director Toby, Producer Henry and Account Director, Super Sam.
Industry coverage below:
http://au.tv.yahoo.com/the-morning-show/video/-/watch/28225901/emdur-versus-eamon/
http://mumbrella.com.au/uncle-tobys-launches-campaign-to-teach-kids-to-swim-73539
http://www.bandt.com.au/news/breaking-campaign–uncle-tobys-long-form-doco
