50% of adults don't know how to swim. In order to change this shocking statistic, the YMCA is teaming up with [adult swim]  to promote their rebranded [adult swim]ming lessons.

Microsite

Pothole-vertising We'll also turn potholes into tiny pools as a weird, subtle nudge to sign up for lessons.

Swag Upon successful completion of swim cl[as]s, each participant will recieve a bag full of swag to show off their new skill and promote the cl[as]s.

Copywriter: Kelly Azbell