Since 2022, the Pool and Hot Tub Alliance (PHTA) has entrusted Vault to position its water safety initiative, Step Into Swim, as a go-to resource for parents to learn about swim education and drowning prevention. Vault continues to jump in feet first to deliver robust programming and 360-degree campaigns across media relations, social media, paid advertising, and collateral development.
From developing meaningful messaging and preparing key spokespeople for interviews to providing event support, developing social content, crafting donor relations materials, and more, Vault plays an important role in elevating Step Into Swim throughout the year and during National Water Safety Month in May at the start of each summer season.
Vault’s year-over-year efforts to build brand recognition and raise awareness of swim safety are notable. Both the 2022 and 2023 National Water Safety Month (NWSM) campaigns resulted in segments on the TODAY Show, bringing Olympic swimmers on screen in support of swim education.
In 2022, Olympians Rowdy Gaines, Cullen Jones, and Cammile Adams gave a live swim lesson in a pop-up pool on Rockefeller Plaza. The following year, Gaines and Jones joined Missy Franklin in-studio to debunk swim safety myths based on data from a national survey commissioned by PHTA. Vault worked hard behind-the-scenes to develop messaging, provide onsite support, manage talent, amp up the crowd, and procure swag.
These two NWSM campaigns garnered 300+ media placements with more than 150 million media impressions and $5.2 million in ad value, with an additional 2.4 million impressions across organic and paid social media.
What’s most impactful to the Vault team is supporting Step Into Swim in its mission of creating safer swimmers across the U.S. All donations to the initiative directly fund swim lessons for children in need through grants to qualified learn-to-swim providers. Vault strengthens fundraising efforts through the development of targeted digital campaigns and program impact collateral to aid Step Into Swim’s donor relations conversations.
With Vault’s support, Step Into Swim had two of its strongest years in 2022 and 2023. In these two years alone, the program raised more than $2MM and funded swim lessons for more than 50,000 kids across the country. The team’s sights are set high for 2024 as a Summer Olympic year, where swimming (and swim education) will be top of mind for many.