The challenge
In 2025, Singapore hosted the World Aquatics Championships, the first held in Southeast Asia, with the SEA Games to follow. Singapore Aquatics was preparing to launch SwimSingapore, a national framework for aquatic participation from toddlers to elite athletes. It also wanted public attention to extend beyond swimming to artistic swimming, diving, water polo and open water swimming.
What we did
With Singapore Aquatics and presenting partner OCBC, Black Dot developed the communications for SwimSingapore’s launch in early July 2025, framed around lifelong participation in aquatic sport and its links to health, youth development and inclusion. We also profiled athletes across all five disciplines and organised a media day for Team Singapore athletes ahead of the Championships.
The outcome
The campaign was covered by outlets including The Straits Times, CNA, Lianhe Zaobao and 8World, with athletes from all five disciplines featured ahead of the Championships and the SEA Games.