Play under the microscope for annual Play Week

Everyone knows that play is fun, but did you know that play is essential to our children’s development?

For its annual Play Week campaign, Sport NZ teamed up with WorkComms to launch a fun campaign encouraging families to embrace the power of play.

Set in a colourful ‘Play Lab’, the campaign explains the critical role of play in helping children develop important physical, developmental and social skills which help build the confidence and knowledge to ensure they are active throughout their lives.

Under the watchful eye of an adorable junior scientist, tamariki explore different forms of play featuring important skills like loco-motor, fine motor, stability and social skills.

“The objective with this year’s Play Week campaign is to showcase that play isn’t simply about having fun. It’s an essential foundation for a child’s growth, helping them acquire skills that set them up for future success,” said Gaylene Anderson, head of WorkComms. “For our second Play Week campaign with Sport NZ, we took our audience on a new journey. It’s been fantastic seeing the campaign evolve and resonating so positively with our target audience.”

As an online-only play, the ‘Play Lab” campaign has already achieved high engagement, capturing the interest of whānau across New Zealand, offering families a fresh perspective on play and its lifelong benefits.

Kate Thirkell, Brand and Marketing Manager for Sport NZ, says the purpose of the campaign was to elevate the importance of play in the minds of parents and caregivers, with a focus on the ‘science’.

“Communicating the essential role of play was the goal of this year’s Play Week, and we’ve taken something complex and made it simple.” she says. “As this is an annual event, we also wanted a campaign theme that could stand the test of time and work hard across multiple years.”

As Play Week 2024 continues to inspire families to get away from the screen, Sport NZ and WorkComms reaffirm their commitment to promoting play as an essential part of family life, driving awareness of the unique and irreplaceable benefits it provides, both for our tamariki and our communities.

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