National ad campaign ridicules adult swimmers

I doubt the intent is to ridicule Masters swimmers -- the "creative minds" behind this campaign probably don't even know we exist. It seems more like a parody of the "lifestyle" ads (for beer, cigarettes, travel) that show 18-20 year olds in similar poses. But I agree with Shaky -- what's most offensive is that the whole campaign is stupid. It's not even effective as an ad -- it's smug and self-righteous and I can't even tell what the point of it is.

I checked out the ad. It is very ignorant, offensive and misguided. Masters swimmers or even adult lap swimmers are incredible role models for youth. Young people are impressed by swimmers' dedication, efforts, and achievements, and consider making exercise part of a life-long lifestyle for themselves. And sports activities is a good common topic for adults and kids to get excited about. The whole ad doesn't make sense. It's strange to even suggest adults like ignoring positive programs for kids. Not a good way to get anyone on board. And the ad council is paying for this? Weird.

I'm with you, effi, The portrayal of active, healthy adults depriving children of quality afterschool activities by virtue of their participation in physical activities (exercise) is not only offensive, it is terribly misleading. Adults who participate in a regular exercise routine are not only healthier and better able to care for their children, but they also set an excellent example for today's youth. Portraying exercise as a selfish activity is a grave mistake, and I feel strongly that this message is not what we want to communicate to our youth. I am truly shocked that an organization such as the Afterschool Alliance could broadcast such a thoughtless, irresponsible and harmful message. Bill

Afterschool Alliance Washington, DC Office Afterschool Alliance 1616 H St., NW Washington, DC 20006 Staff: Jen Rinehart, Associate Director Della Cronin, Program Director Flint Office Afterschool Alliance 925 Avon Street Flint, Michigan 48503 Staff: Judy Samelson, Executive Director Leslie Aguirre, Executive Assistant Email: info@afterschoolalliance.org Home Office Charles Stewart Mott Foundation Mott Foundation Building 503 S. Saginaw Street, Suite 1200 Flint, Michigan 48502-1851 Phone: (810) 238-5651 Fax: (810) 766-1753 E-mail: info@mott.org

Bill you are very eloquent and expressed my feelings exactly. Trying to motivate adults into action through the use of shame, whether they are involved in sports or not, is probably the worst way to approach the problem. Lainey

Is there not a more interesting topic than TV ads? My goodness, the last time I took a TV ad seriously was, well, never. We shouldn't take ourselves so seriously. Imagine how silly we will look if someone finds out we are protesting a TV ad. On the other hand, maybe it would bring in more swimmers. I hear PETA is protesting the name of a town in NY called Hamburg where the hamburger was allegedly discovered or founded or something. Let's not turn into a band of loonies over a commercial. Older guys in Speedos will never be a topic of great reverence no matter how much we tell ourselves it's a good look.

I agree with the above posts, the message is unclear, is it effective (well it did get the attention of someone, and has caused some discussion). The one question remains are we guilty of what the Afterschool Alliance is sarcastically potraying. I'm not talikng about USMS as a whole but as individuals, as part of a community (or several different communities) and even your work (check out the Nike Go program at www.nikebiz.com). I'm sure people are aware of the situation in Oregon (Lampooned in the Doonesbury comic a while back) especially in the Portland area, and I'm sure other areas of the country are faced with some of the same dilemas maybe not as drastic. Several school districts in the Portland area are looking at cutting back days in the school year and also eliminating afterschool sports because of financial shortfalls. To make things worse a lot of the afterschool programs supported by Parks and Recreation Depts are dealing with the same problem, dwindling financial resources compounded with a higher demand because of fewer days that kids are in school. Which brings me back to the original question, what are we doing about it ? People can volunteer (most noble) but even making yourself available to help out, has anyone offered to help (a swimmer or a high school swim team) just a little bit even 1 hour a week, just a little mentoring could make a big difference in the quality of programming. Even those that make a difference and receive some kind of compensation are at least helping to provide something for those kids and should be commended - sorry for the soap box and like I have said I don't agree with the ads or the potrayals, but look at the facts they were losing ground (programs and money) so if this ad campaign gets even one person to act its done its job. Jeff (as an afterthought, since it seems I may have cast the first stone, yes I do make a differnece in the community for kids both professionaly as a Program manager and sometimes volunteering my time with swimmers/swim teams and in other areas - not just paying my taxes).

The add is smug and self-righteous? Please...not in the least…. Sarcasm to the max here Ken.... BV, as I find most of the time in your posts, you hit the nail directly on the head. This add IS offensive, thoughtless, irresponsible and harmful. Gosh, if anything....US Masters Swimmers are poster boys and girls for how people should act. Ok, maybe not boys and girls....how about old men and women... :D

Emmett, Got your message loud and clear and have written a protest of the ad to the appropriate address. Thanks!

I find it more offensive that the whole campaign is really stupid.