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Love Swimming campaign launched in London with family ready to put down screens and pick up goggles

Swim England and GLL bid to reconnect families in real life in Love Swimming initiative


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. British children are now spending 15 hours a week online, while the Children’s Commissioner is encouraging parents to give children time to switch off and get moving.

‘Love Swimming’ is a campaign that aims to change these stats by encouraging families to get away from their screens and dedicate a window of time every week to going down to their local swimming pool to spend quality time together, having fun and being active.

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. Our Love Swimming campaign is targeting mums, dads, children and grandparents to find their nearest pool and rediscover the enjoyment of interacting and reconnecting as a family.”

London family that has joined the Love Swimming Campaign at their local swimming pool

Alys Whyte and her son Sam were the first Londoners to embrace this challenge and commit to putting down their screens and spending time together at their local swimming pool once a week.

Alys said: “I’m so glad we’ve made the effort to start doing a weekly swimming session together. I know Sam loves his swimming and I’m so happy to spend these precious hours every week sharing in something he loves. We’ve really rediscovered a connection and it is always worth the effort of getting down to the pool”

Sam added: “I love swimming so it’s brilliant to have even more time at the swimming pool – but it’s even more special that my mum joins me now. We have so much fun and I really love seeing her smiling and having a good time!”

About Swim England

Formally known as the Amateur Swimming Association, Swim England is the national governing body for swimming in England. It helps people learn how to swim, enjoy the water safely, and compete in all aquatic sports. Swim England’s vision is of a nation swimming and it strives to inspire everyone to enjoy the water in the way that suits them.

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