The Genius of Play launched its latest PSA titled “Prescription for Play.” The campaign, aimed at reminding parents that play is critical to raising healthy and happy children, will serve as a supporting element to The Genius of Play’s first-ever month-long celebration of play, Play All May, running throughout May.
“At The Genius of Play, our goal is to inspire parents and caregivers to make time for play, the lack of which could negatively impact children’s overall well-being. Research shows that play is crucial during a child’s formative years and provides a solid foundation for future success in school, career, and life,” says Ken Seiter, executive vice-president of marketing communications at The Toy Association. “We created this PSA to illustrate how the life of a busy family can sometimes get in the way of making play a priority for children.”
Despite its many benefits, the actual time children spend playing continues to decrease due to overly packed schedules, increased focus on academics, concerns about the safety of outdoor play, and competition from screens. To help keep play in children’s lives, the American Academy of Pediatrics now encourages doctors to write kids “prescriptions for play” and recommends play for children to buffer toxic stress, build parental relationships, and improve executive functioning.
Created and produced by Makeout in New York, the “Prescription for Play” PSA campaign consists of three spots, ranging in length from :15 to :60 seconds. It features a unifying theme of playless days for an over-scheduled child. The young boy, Luke, is being driven from one activity to the next, while wishing for a break from the routine to play and have fun. He ultimately gets the opportunity he has dreamed of when his pediatrician writes him a prescription for play.
The :60 second PSA can be viewed here:
For more information about The Genius of Play and to learn more about the benefits of play, visit TheGeniusofPlay.org. The Genius of Play is the Toy Association’s nonprofit initiative dedicated to raising awareness of play’s vital role in child development.