In an increasingly adult-centric childhood, where 90% of students in Spain attend extracurricular activities and there is hardly any time left for play, the right to free time, recognized by the United Nations, has been relegated to a luxury. In a context where playing is confused with producing, entertaining or learning, the Children's Platform needed to remind the world that playing is, above all, a right.
Solution
We launched "Jugar Sin Más", an emotional, playful and disruptive campaign starring forgotten toys that lead a claim for free time. Through animated characters, fictional demonstrations, social content, educational resources and a viral manifesto, we connect with adults and children alike. The result: thousands of interactions, media coverage, presence in educational centers, a digital mobilization shared by more than 70 NGOs... and, most importantly, a clear message that resonated once again: playing is a right, not a prize.
Play No More: a playful and emotional campaign that restored the importance of play as a right, not as a prize. We created characters, coloring pages and a revolution in social networks so that even forgotten toys could raise their voices for the free time that childhood deserves.
Do we see more projects?
So, are you encouraged to try creativity with purpose?
