13th November 2017
‘Because their console doesn’t work underwater’
getting activeactive communityactive education

We are supporting Swim England and nine industry partners to urge families to put down the screens and pick-up their goggles

Swim England and nine industry partners have launched the Love Swimming campaign to inspire the country to get off their screens and into the pool.

In the digital age, families are spending a great deal of time in front of their screens.
Whether it’s playing on the console, watching TV or surfing online, we have never been more connected to the world via the internet, but disconnected within the family unit.

In a 2017 OnePoll survey*, almost 9 in 10 people agreed gadgets get in the way of spending quality family time together, with families only spending 36 minutes together on an average weekday.

With the release of an impactful film featuring a real family and illustrating ’Because their console doesn’t work underwater’, the swimming industry is encouraging people across the country to turn off, get moving and back into family fun by swimming at their local pool – one of the very few family activities where you can’t take your console.

Jane Nickerson, CEO of Swim England and Swim Group Chair, said: “Families are spending less time together in this day and age. When they are together, they are often watching TV or gadgets individually rather than being active.

“Through our new Love Swimming campaign, we are encouraging every family to put down their screens and dedicate a window every week to going down to their local swimming pool to spend quality time together, having fun and being active.


“We’re calling on mums, dads, children and grandparents to find their nearest pool and rediscover the enjoyment of interacting and reconnecting as a family.”

You can visit the Swim England pool finder tool at http://www.swimming.org/justswim/love-swimming-campaign/ and find out more information about their nearest pool and how you can easily swap your childs screen time for swim time.

*2017 OnePoll survey commissioned by Discover Ferries