Florida Swims Foundation Announces Refreshed Branding

The Florida Swims Foundation (Foundation) is excited to unveil its new branding as part of the Florida Swimming Pool Association (FSPA)’s “We Are FSPA” campaign. This overall initiative marks a significant step in the Foundation’s mission of equipping children with life-saving swim lessons across the state of Florida, as well as providing scholarship resources for dependents within the pool industry.

The overall “We Are FSPA” campaign signifies the organization’s ongoing commitment to unify, empower, and elevate pool professionals and inform pool consumers. The Foundation is a crucial arm of both FSPA and this campaign, serving as the champion of both maximizing pool safety efforts and encouraging secondary education statewide. 

“FSPA and the Florida Swims Foundation go hand in hand when it comes to making the pool industry a better, safer place for everyone,” says Elizabeth McMurray, FSPA chief executive officer. “In this newly rebranded era, the Foundation’s efforts will continue to provide swim lessons to young swimmers statewide and foster secondary educational success through scholarships, both of which are key to elevating the pool industry to new heights.” 

One of the Foundation’s primary outlets is the “Swim For Life” license plate program, with funds received providing live-saving swim lessons to children throughout the state of Florida. In order for the license plate to become available for general purchase, there must be 3,000 pre-orders received by October 1, 2024. The Foundation is well on their way to achieving that goal, but still requires more support to make this dream a reality. The new look of the Foundation, along with a targeted license plate promotional campaign, is in support of furthering this mission and the Foundation’s overall purpose. 

“The ‘Swim For Life’ license plate program is essential to sharing the Foundation’s mission to ensure a safer and more informed community in the pool and throughout life,” says Don Ball, Florida Swims Foundation Board of Trustees president. “Refreshing our brand and rolling out new touchpoints will help us elevate and achieve those goals in a more robust way.” 

The Foundation is utilizing this strategy through online and in-person efforts, including at the 2024 Everything Under The Sun Expo in Orlando, Fla., from February 23-24. During the Expo, attendees can stop by the Foundation Booth #1009, where attendees can purchase a “Swim For Life” license plate, as well as participate in the annual Scholarship Stride, which raises funds for post secondary education scholarships for FSPA member dependents. More information on these activities can be found at FloridaSwims.org. 

The Foundation invites members, industry partners, and the public to explore the new website and join them in celebrating this significant milestone. With this refresh, the Foundation continues to strengthen its position as a reliable resource for students, families, and the community-at-large. 

For more information about the Florida Swims Foundation and to view the new website,  visit FloridaSwims.org. 

To pre-order the “Swim For Life” license plate,  visit the registration page.