DIABETES UK FILM NEW CAMPAIGN AT KENTISH TOWN
Swim22 is a Diabetes UK campaign which encourages people to swim towards a healthier version of themselves and raising vital funds to support people affected by diabetes. The challenge is to conquer the water in a local pool or the open water, at one’s own pace. Ahead of the launch of their Swim22 2024 campaign, Diabetes UK were looking to refresh some of their creative imagery to better reflect the audiences they are trying to reach. Last year, they did some work towards this by staging a photoshoot with a more male-focussed and older demographic as insights showed these people were really engaged when they did take part, but much harder to reach and less likely to sign up.
This year, they wanted to reflect more diabetes tech in their imagery, as a large percentage of those that take part in Swim22 are living with diabetes and doing so to improve health outcomes. They also want to capture more natural photos and aimed for a diverse representation of models to celebrate body positivity, and further breaking down some of the stigma. Diabetes UK chose Kentish Town Sports Centre as the venue for this filming, specifically the Willes Pool, which is perfect due to the amount of natural light beaming through the centre and due to the highly diverse customer base that we have. We are proud to have worked with Diabetes UK on this valuable and insightful campaign.
You can now register your interest now for Swim22 2024 to swim towards a healthier you and go the extra length for people living with diabetes. From next year, join thousands of other swimmers across the UK to conquer 11, 22 or 44 miles in your local pool, at your own pace. However you do it, you'll end up feeling great thanks to the improved mood that comes with exercise. And to top it off, you'll be raising money for people affected by diabetes.