Tuesday, 22 March 2005
Kimberly Clark’s Huggies Little Swimmers brand is leading a campaign aimed at encouraging more parents to take their babies and toddlers swimming. The Baby Friendly Swimming Pool Directory, which has been produced in conjunction with the Amateur Swimming Association (ASA) and the Institute of Sport and Recreation Management (ISRM), is being promoted through a newly created website – www.littleswimmers.com/uk
Manchester-based Code Computer Love has developed the new site which, in addition to the Directory, also features information and tips on safe and hygienic swimming with babies and young children; an online forum allowing parents to discuss swimming-related issues and an e-coupon redeemable against Huggies Little Swimmers disposable swim pants. Code is on the Kimberly Clark European Interactive Agency Roster, and was appointed to develop the Huggies Little Swimmers site as a result of its work on www.huggiesclub.com, which currently has more than 300,000 online members in the UK.
Code Computer Love account director, Mark Sharp, comments, “There are more than 2,500 swimming pools in the UK and the Huggies Little Swimmers website has been launched in response to research which highlights the need for parents to have more information about taking their babies and toddlers swimming. The Baby Friendly Swimming Pool Directory is the first of its kind and the pools featured have been certified based on a wide range of criteria which tests whether they welcome baby swimming.”
Huggies Little Swimmers brand manager, Rachael Springett, adds, “We share a common goal with the swimming industry as we both want parents and babies to enjoy the benefits of swimming in a hygienic environment. The pools included in the Baby Friendly Swimming Pool Directory are all being issued with a recognition certificate and poster and will benefit from the national and regional publicity generated by the campaign, which will focus on driving parents to visit the website”. The launch of The Baby Friendly Swimming Pool Directory and www.littleswimmers.com/uk is being supported by a national offline campaign, aimed at encouraging parents to go online to find their nearest baby-friendly pool. Huggies Little Swimmers is also producing a comprehensive booklet aimed at raising awareness of the campaign.
Award-winning Code, formed in 1999, has an impressive client list which, in addition to Kimberly Clark, includes Centura Foods (Sharwood’s), HMV, Dr. Martens, Bupa, Umbro and Blue Arrow.
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