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Virtual reality campaign helps reticent swimmers into the water

Virtual reality campaign helps reticent swimmers into the water

Virtual reality is helping to encourage more Swedish children to swim in an initiative supported by energy company E.ON.

E.ON, the Swedish Swimming Federation and M&C Saatchi Stockholm have launched the VR-initiative to encourage reticent children into water. The campaign, The Power of Swimming, is aimed at young non-swimmers to take the plunge.

By using virtual reality, the children are introduced to three members of the Swedish swim team, who guide them into a swimming pool, helping them to overcome their fears by swimming virtually. Later, the children meet the same swimmers in a real swimming pool, where they are encouraged to get into the water and begin swimming lessons.

VR goggles

Using VR to encourage children into the water

Martin Cedergren, executive creative director and partner, M&C Saatchi Stockholm, said:

“We really hope this initiative will positively change children’s swimming experiences and encourage them to feel confident enough to get in the water.”

Virtual reality has been used in a number of campaigns lately, more recently Cancer Research UK’s Life Garden, while earlier this month Oculus VR launched its VR for Good programme, which will give a number of charities the opportunity to tell their stories through VR, with the first videos to be shown at the 2017 Sundance Film Festival.

Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via

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