Held for the first time in March 2019, Laps for Life was created to draw attention to the growing number of youth suicides in Australia and to raise money to give more young people access to support. In a market saturated with good causes, our task was to develop a new fundraising brand that would instantly engage and inspire people of all ages to join in.
Our design solution put swimmers at the centre of the identity. This dispelled any ambiguity around the word ‘laps’ and immediately identified Laps For Life as a swimming event.
We developed a range of communications to drive awareness, boost participation, encourage sharing and create community amongst participants and sponsors; we leaned into the deep, chlorinated blues of lap swimming; and we playfully combined headlines with gestural line-work that references the movements of swimmers. This set the tone for a vibrant, active and inclusive event and the response was tremendous.
The first year’s target was to engage 600 participants, raise $150,000 and secure ongoing sponsorship for the event, however the campaign achieved much more than that. In the first year, engagement surpassed targets by 142% and fundraising by more than 200%. The event also secured Zoggs, as a major sponsor.
The campaign was seen by 1 million+ people via Facebook, and 91.4% of participants said they would join Laps for Life again. Now in its fifth year, Laps for Life has grown to over 6000 participants and raised more than $5m to support youth suicide prevention.
– Brand identity
– Motion branding
– Campaign design
– Digital design
“From the moment Yonder presented the creative we knew it was going to be the highlight of our event calendar. People from all across Australia really got behind the swimming idea – which was a new activity for us. The impact of the work exceeded all of our expectations.”
Tracey Campbell, Director of Fundraising, ReachOut Australia
Animation: Snackable Media