International Day of Play — UNICEF launched a heartfelt global campaign to raise awareness about an often overlooked but serious issue: the global play deficit. Around the world, millions of children don’t get enough time to play, which affects their development, learning, and happiness.
The campaign’s main idea is beautifully simple yet emotionally powerful: for a child, even a small moment of play with a parent can feel like the biggest, most exciting event in the world.
At the center of the campaign is a touching film created by agency Southpaw. It features real families playing together in everyday situations, paired with the dramatic audio of famous sports commentaries. This contrast turns ordinary moments into epic highlights—showing how meaningful playtime can be in a child’s life.
The film is now live across UNICEF’s digital and social media channels. It’s supported by a full campaign toolkit that encourages parents and caregivers to “Choose Play Every Day”—because play is not just fun, it’s essential.
To learn more, visit: www.internationaldayofplay.org
CREDITS:
Client: UNICEF
Agency: Southpaw
Executive Creative Director: Glenn Smith
Head of Strategy: Niki Jones
Business Director: Laura Wood
Copywriter: Anna Brailey
Senior Producer: Sam Jones
Production: Southpaw
Editors: Alex Webster, Liam Hayes, Adam Wratten
Head of Content: Cait Jones
Social Media Exec: Beth Thorpe
Communications Specialist, UNICEF: Victor Acquaah
