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.
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.
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