With the celebrities in neoprene working hard to bring media attention to the sport and donations to the cause and experienced marathon athletes swimming traditionally, The Swim was an example of seamless teamwork between newcomers, veterans, pilots, crew and media to get everyone safely across the rough Irish Sea. Liane Llewellyn, Olly White, Nikki Fraser, Becky Lewis, Colm O'Neill joined Jonathan Openshaw, Ronan Keating, Jenny Frost, Pamela Stephenson, Jason Bradbury and Steve Parry in a non-stop swim of 35 hours and 18 minutes. The team effort was documented and televised to raise money and awareness as well as to motivate and inspire. The combination of celebrity status and athletic achievement were utilized creatively to do good for others and raise over £255,000 to be a worthy nominee for the 2011 World Open Water Swimming Performance of the Year.
In September 2011, a group of celebrity swimmers and open water swimmers swam a relay across the Irish Sea, a 90-kilometer stretch from Dublin to Holyhead to raise money for cancer charities. The Swim aims to raise US$1.6 million for Cancer Research Britain and the Marie Keating Foundation.