Swim England has launched an exciting new campaign in partnership with ‘The SpongeBob Movie: Search for SquarePants,’ designed to keep children inspired in swimming lessons while raising awareness of the vital water safety skills every child needs.
To kick off the initiative, swimming legend Michael Gunning and Olympian Leon Taylor joined SpongeBob and Patrick at the poolside, celebrating a collaboration that brings colourful undersea fun to Swim England’s renowned Learn to Swim programme. As part of the campaign, children will soon take part in SpongeBob-themed activities incorporated directly into their weekly sessions—bringing extra joy to the pool while reinforcing key safety techniques.
At the heart of the partnership is Swim England’s mission to help every child achieve the four essential water safety competencies:
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Swimming 100 metres
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Treading water for 30 seconds
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Floating for 60 seconds
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Swimming in clothing
Despite the life-saving importance of these skills, new research from Swim England reveals a worrying reality: 70% of children do not complete all four competencies, and more than half are withdrawn from lessons before they can tread water or float—two of the most critical survival skills.
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“We know that swimming is a life skill, but too many children are leaving lessons before they’re truly safe in the water,” said Andy Salmon, CEO at Swim England. “By teaming up with The SpongeBob Movie: Search for SquarePants, we’re making lessons more engaging and encouraging families to stay the course.”
The campaign also addresses a widespread misconception among parents—many believe that their child only needs to swim 5–20 metres to be safe. In reality, true water competency requires far more. By the time a child can confidently swim 100 metres, their overall ability and resilience in the water increases dramatically, helping them stay safe while enjoying everything from pool play to seaside adventures.
By blending expert instruction with imaginative play, Swim England’s new approach ensures that children not only enjoy their lessons but also build the confidence, strength, and awareness to stay safe in and around water.
The campaign rolls out in pools across the country from November, with themed activities running throughout the following months. Parents are encouraged to contact their local Swim England Learn to Swim provider to find out how their child can join in the fun.
‘The SpongeBob Movie: Search for SquarePants’ dives into UK cinemas from December 20.
