What's Happening?
UNICEF's campaign, 'Choose Play Every Day,' addresses the global play deficit affecting millions of children. The campaign, which won Gold in Social Purpose Use of Video at The Drum Awards, emphasizes
the importance of active parental participation in play. Research indicates that 34% of parents feel their family doesn't play enough, and 4 in 5 children wish their parents would play more with them. Southpaw, the agency behind the campaign, used behavioral science to shift parents from passive to active play, aiming to empower rather than overwhelm them. The campaign's film, featuring ordinary family moments, has garnered significant attention, with 23 million views on YouTube.
Why It's Important?
The campaign highlights a critical issue in child development, as shared play between parents and children is essential for cognitive, social, emotional, and physical growth. By raising awareness of the play deficit, UNICEF aims to encourage more families to engage in play, potentially improving child development outcomes. The campaign's success in reaching a global audience underscores the importance of addressing this issue, which could influence public policy and educational practices. Increased parental involvement in play could lead to better developmental outcomes for children, impacting future generations.
What's Next?
UNICEF plans to continue promoting the campaign through digital and social channels, with an ambassador advocacy plan leading up to International Day of Play. The campaign toolkit encourages parents to 'Choose Play Every Day,' aiming to sustain engagement and awareness. As the campaign gains traction, there may be opportunities for collaboration with educational institutions and child development organizations to further address the play deficit.
Beyond the Headlines
The campaign's ethical implications involve challenging societal norms that undervalue play, advocating for a cultural shift towards recognizing its importance in child development. By reframing play as essential rather than optional, the campaign encourages a reevaluation of parental roles and responsibilities, potentially leading to long-term changes in family dynamics and child-rearing practices.
