Hong Kong November 20th, 2013 The Hong Kong Committee for Unicef has launched a city-wide multi-media campaign to educate local parents about the importance of free play in a child’s development, through creative agency Kymechow.
The ‘Right To Play’ has been a global initiative by Unicef in 2013, and in Hong Kong it is a message that has particular resonance, in a city where parents have become obsessed with excessive education for children from very early ages upwards.
The campaign has launched with a burst of outdoor, online and TV advertising, and will develop and expand to comprise educational materials and event related educational programmes encouraging Hong Kong parents to just ‘let them play’ for at least 1 hour per day.
The TV film which has also been adapted for online, tell the story of a ball, which goes from door to door in search of a friend to play with, only to keep getting rejected because all the children have homework to do.
Art director – Mat Cheung
Copy – Flora Chow/Chris Kyme
Client service – Queenie Lau
Production company – Wowwowtank
Director – Tan Khiang
Producer – Mo Cheng
Photographer – Simon Nicol