Watch: Swedish Swimming Federation and E.On use VR to battle fear of the water

The energy firm E.ON's Swedish subsidiary has teamed up with the country's swimming federation to launch a campaign called The Power of Swimming, which aims to "inspire young people to swim and to raise water-confidence".

Watch: Swedish Swimming Federation and E.On use VR to battle fear of the water

The creative agency M&C Saatchi Stockholm has created a film entitled Swimming with the Stars, which shows three of the country's best swimmers encouraging three youngsters to get into the water - at first using a film shown using a virtual reality headset, and then in person.

A press release from the agency says: "One in five Swedish children can’t swim. Which, in a land full of lakes and surrounded by sea, is one in five too many. So E.ON and the Swedish Swimming Federation have launched a VR-initiative to give kids the confidence they need to get into the water."

The virtual reality-enabled film created by the swimmers is also available via YouTube.

Consumers are also invited to order their own virtual reality headset via the E.On Sweden website.

In addition to M&C Saatchi, the Stockholm PR agency Rippler is working on the campaign, which includes several live events in Swedish cities this month.

Another Swedish creative agency, Forsman & Bodenfors, won the PR Lions Grand Prix last month for a campaign promoting organic food.

A version of this story first appeared on PRWeek.