Background
Outdoor Play is a national campaign that aims to inspire, support and enable local authorities to promote outdoor play and their new or refurbished, outdoor play areas. Research has shown that parents feel that children are less safe now than they were in the past, despite evidence to the contrary. When asked what prevents them from letting their children play outdoors, three key barriers emerge; traffic, safety and lack of facilities.
Brief
Produce communications materials to help challenge and improve current public perceptions of outdoor play, address key barriers and concerns, and encourage parents to take their children to outdoor play areas.
Solution
COI worked with Forster to provide a campaign toolkit that could be used by local authorities to promote outdoor play spaces, as well as the benefits of outdoor play.
The toolkit included editable artworks that allowed the insertion of local authority branding and local information; different versions of the collateral, one for each of the three barriers highlighted within the communications strategy; other creative ideas incorporated into downloadable ‘How to’ guides that sit on a campaign web site.
