USA Swimming Launches Make a Splash Campaign

COLORADO SPRINGS, Colo., Feb. 28 /PRNewswire-USNewswire/ -- The Make a Splash campaign, a major public service initiative of USA Swimming, will launch today. The campaign is aimed at decreasing the number of drowning accidents in the U.S., fostering greater diversity in the sport and encouraging people of all ages to embrace swimming as a direct route to a healthier lifestyle. The first phase of the Make a Splash campaign will be executed through a number of new programs and partnerships.

Nine people drown in the U.S. every day, and drowning is a leading cause of injury-related death for American children. African-American children are considered especially at risk, as they experience drowning rates that are nearly triple the national average (CDC 2003). USA Swimming believes that the only effective way to reduce drownings is by ensuring that all children learn to swim.

In addition, the Make a Splash campaign will promote swimming as a healthy activity that can increase fitness and thereby reduce the risk of more than 30 obesity-related illnesses. Today's children are the most inactive in history, and as a result, 1-in-3 children world-wide are at risk for obesity-related illnesses. (American Obesity Association, CDC)

"The Make a Splash campaign has identified some very curable epidemics in our society, in drowning and a lack of physical fitness," said Chuck Wielgus, USA Swimming's executive director. "To me, the most exciting aspect of this campaign is that we are taking on a major effort to use our sport to help improve the quality of people's lives and to help make communities better. In doing this, we are also going to ensure that the sport of swimming becomes increasingly relevant in American society."

The comprehensive program includes the announcement of a national spokesperson, awareness-raising promotions surrounding a major motion picture, a retail partnership, an in-school education program, and the opportunity to sponsor swim lessons for at-risk children. The campaign's elements are detailed below.

USA Swimming Names Spokespeople

USA Swimming has named Jim Ellis and five-time Olympic medalist Janet Evans as spokespeople for the Make a Splash campaign. Ellis is a USA Swimming coach and the subject of the Lionsgate film, "PRIDE", opening March 23. The biopic stars Academy Award nominee Terrence Howard ("Crash," "Hustle & Flow"), who plays Ellis, and Bernie Mac ("Ocean's 11," "Ocean's 12") as the janitor who helps shape his program. The film chronicles Ellis' life as a charismatic schoolteacher in the 1970s who changed lives forever when he founded an African-American swim team in one of Philadelphia's roughest neighborhoods.

"Swimming for me has always been an outlet for positive experiences, and I've seen the impact first-hand that it can have on one's life," said Ellis. "From making sure that our kids are safe in and around the water, especially in ethnic communities, to sharing the joy and fitness benefits it offers, swimming really can make a difference. When I first began coaching at the Philadelphia Department of Recreation, we gave kids the opportunity to try something new, a sport they didn't have the opportunity to experience on their own. Providing kids with these life-changing and potentially life-saving skills is what motivated me to make a difference. Now, through the Make a Splash program, everyone has the opportunity to make a difference."

A three-time Olympian, Evans is the owner of five Olympic medals, four of which are gold. Her world records in three distance freestyle events have stood for nearly 20 years. A native Californian, Evans is a successful motivational speaker and mother to a 3-month old baby girl.

Pre-Release Screenings of "PRIDE"

Together with Lionsgate, USA Swimming will host 27 pre-premiere screenings of "PRIDE" in swimming communities across the nation. The screenings will take place between February 26 and March 1.

Sponsor a Swim Lesson

USA Swimming and Speedo have teamed with Sports Authority to donate a portion of Speedo sales during the month of March to the Make a Splash Sponsor a Swim Lesson program. The program will provide swimming lessons to at-risk kids in select communities who otherwise could not afford them.

Make a Splash Heroes

Any successful public service campaign depends heavily on its grassroots army. The Make a Splash campaign is working to identify people who have made a difference through the sport of swimming. Through education, motivational coaching or life-saving rescues, these local heroes truly embody the Make a Splash initiative. Heroes will be recognized on the program web site, and in their local communities. USA Swimming is encouraging the members of the general public to nominate their own local heroes at makeasplash.org.

Make a Splash In School

USA Swimming has teamed with Discovery Education to spread the message of water safety to kids in 25,000 schools across the USA this spring. Schools and PTAs will receive educational materials with water-safety curriculum for incorporation into lesson plans this swim season.

The Icon

Supporters can show their commitment to the cause by wearing the Make a Splash water drop. Make a Splash-branded products are available at makeasplash.org. A portion of proceeds from all sales will be donated back to the campaign.

Ways to Get Involved

USA Swimming offers several avenues for people to get involved in the Make a Splash program. By visiting the program website, makeasplash.org, members of the public can help themselves, their families, and even sponsor a swim lesson for a child who could otherwise not afford it.

About USA Swimming

USA Swimming is the National Governing Body for the sport of swimming in the United States. In this role, USA Swimming is responsible for organizing and training the U.S. Swim Team for international competition including the FINA World Championships and the Olympic Games. The USA Swimming national headquarters is located at the United States Olympic Training Center in Colorado Springs, Colo.