Even the most established brands still have a lot to learn when it comes to expanding their reach and message, and who better to light the path than the graduating youth—some of whom are burgeoning marketing wonders themselves?

Every year, the nonprofit, U.K.-based creative organization D teams up with actual brands for the D New Blood Awards initiative, a contest in which young creatives compete to create the best spec campaigns in response to briefs set by brands.

One of this year’s big winners, scoring a best-in-show Black Pencil, was a campaign idea from two West Herts College graduates who recognized a major disparity in an activity that crosses both leisure and competitive sports: swimming.

When Jack Parker and Savannah Finestone discovered that one of their black female friends couldn’t swim, they quickly learned how race plays an integral part in the accessibility of swimming.

In fact, 70% of black girls in Britain cannot swim, according to the U.K.

Addressing both the lack of training resources as well as more practical issues like the advanced damage chlorine in pools can cause to black hair, Parker and Finestone crafted a spec campaign for Adidas called “Make Waves With Waves.” The campaign answers a range of material needs, from swimming lessons administered by and for black girls, to swimming caps that accommodate different hair types.

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