As a not-for-profit, the YMCA campaign every year to raise the awareness of the importance of swimming lessons as a lifesaving skill. The ‘every child deserves to learn to swim’ print and online campaign was linked to a one minute video in which kids urge parents to understand that not everyone is lucky enough to get the opportunity to learn swimming. The print and online campaign was to link visually to the video, including the same talent, locations and fun feel. As we were to use the YMCA’s strict brand guidelines, as well as a lengthy heading and four call-to-actions, the design was made as simple as possible, using hierarchy to determine how the eye moved around the page. The effect was very striking, especially at shopping centres and bus shelters, as the purple of the girls t-shirt really jumped off the page. This campaign surpassed all set targets, including YouTube views and YMCA Swimathon participants.