One of the campaigns we’re really proud to be part of is for our long-time client Playworld, a leading maker of commercial playground and fitness equipment. Much of our work is focused on saving play.
Recent studies suggest children 10 to 16 spend only 12.6 minutes per day engaged in some form of physical activity. The costs come in the form of negative effects on the health and development of our youth. Playworld believes that innovation can reengage kids in unstructured outdoor play and reverse this negative trend.
While visiting my in-laws to celebrate Rosh Hashanah yesterday, my 11-year old niece told me there was a new playground at the local elementary school that we should go check out. My 4-year-old son had been grumbling about not wanting to go outside to play, but when I told him there was a new playground in town, he grabbed his shoes and ran for the car.
Imagine my delight when we pulled up and found a brand spankin’ new Playworld wonderland to explore. Not only were there slides, ropes, swings and climbing walls, but there was a full fitness set-up. There was even an adult working out on equipment when we arrived.
My son pretended that he was leading me through an obstacle course with a series of challenges. When we came home, my niece told me it’s one of her favorite places to hang out with her friends — and they just started middle school! Perhaps there’s hope that we can pull kids off their screens and into the outdoors.
Our time together was a great reminder that the world needs play. When was the last time you went outside to play?
