Good Knight urges children to go out and play and make real friends

The campaign #childrensplayday, conceptualised by JWT, pays attention to the growing problem of children staying indoors and investing their time on cartoons and games rather than stepping outside and connecting with real people

BestMediaInfo Bureau | Mumbai | November 25, 2016

Click on the Image to watch the TVC.

One of the flip sides of technology, as many people view today, is the dwindling number of children in parks and playgrounds. While there was time when it was impossible to drag kids home from playgrounds, today children have made friends with cartoons and video game characters.

Good Knight's new campaign addresses this problem and urges parents to let their children explore the outdoors and the wonderful intricacies of real human interaction.

Conceptualised by JWT, the video starts with a question directed at children. “How many friends do you have?” While the children take time to think and list out the names of their friends, it soon becomes clear that these are not real people but are fictional characters. The film then goes on to point out that maybe these are not the only friends a parent would like their children to grow up with. The film ends by urging the parents to let their children play outside every day.

Sunil Kataria

Speaking about the campaign, Sunil Kataria, Business Head-India and SAARC, GCPL, said, “Good Knight believes that parents should encourage their kids to step out of home, as it plays an important role in their overall physical and mental development. Parents worry about the risk of mosquitoes and now GK fabric roll is offering a solution to them. On the occasion of Children's Day, the brand launched a new campaign #childrensplayday urging parents to send their kids outdoors to play without being stressed about vector-borne diseases."

Steve Mathias & Priya Pardiwalla

"There was a time when evenings were meant for play. And no matter what happened or even if there was an exam the next day, children would religiously go out and play for one or two hours. But a lot has changed. Today, children are happy within the four walls of their homes. The reality is that children are spending much more time with 'cartoons' rather than with real friends. However, we aren't urging parents to stop their kids from watching TV or playing video games. Children's Play Day is a movement that started on November 14 and we want more and more parents to join. All they have to do is send their kids out to play every evening," said Steve Priya, VP and ECD, JWT Mumbai.

The campaign has already received 1.2 million views on YouTube within two days of launching the video. The campaign has also crossed 2.3 million views on Facebook and was also trending at second position on Twitter for a while.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/11/childrensplayday.jpg

Credits:

Client: Good Knight

Agency: JWT

VP and ECD: Steve Priya

Creative Director: Godwin Yesudas

Sr Copywriter: Ninad Nashikkar

Art Director: Manohar Mahajan, Ashok Salunke

Info@BestMediaInfo.com

Info@BestMediaInfo.com