Unicef urges Hong Kong parents to let their children play more

Children’s charity Unicef has launched a campaign in Hong Kong to encourage parents to allow their children to play more.

A TV ad in a multimedia campaign, taglined ‘Reclaiming childhood’, was created by local agency Kymechow.

The campaign is a part of a global push by Unicef to encourage play, and in Hong Kong the focus is on alerting parents to the idea that an obsessive focus on academic education can be damaging for their children.

The campaign launches in out-of-home media, online as well as television with a message that kids should be allowed to play for at least one hour a day.


Art director – Mat Cheung
Copy – Flora Chow/Chris Kyme
Client service – Queenie LauCredits film:
Production company – Wowowtank
Director – Tan Khiang
Producer – Mo Cheng
Credits print:
Photographer – Simon Nicol


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