Milo positions itself as the official drink of play in new ‘Play Movement’ campaign via Ogilvy Sydney
Breaking today, the iconic Milo brand is unveiling a new platform called the Play Movement with an integrated marketing campaign via Ogilvy, Sydney. The Play Movement is shining a light on a startling issue – nearly half of New Zealand kids don’t play every day.
Play the radio spot: MILO AUSTRALIA 080312[10].mp3
Is the ‘Play Movement’ campaign a clever strategy by Milo?
The Milo State of Play study was conducted amongst grandparents, parents and children which found that while mostparents and grandparents believe play is not only important but essential for children’s development, it is rapidly falling off the list of priorities. This is particularly concerning as experts, including child psychologist and play-based learning expert Paula Barrett, warn that unstructured, active play is essential to help kids learn important life skills, develop imagination and creativity, form habits and cope in changeable situations.
Interestingly, kids are actually calling for parents to join them at playtime with more than half admitting they would like to play with their parents more, ahead of any other playmate. And with 1 in 3 children stating they have no one to play with, the role of parents becomes even more important.
In response to this research, the Milo team is launching The Play Movement and calling for New Zealand families to come together and take action – ensuring kids are getting enough play today and for future generations. Quite simply, the goal is to encourage families to incorporate active play into each and every day.
To support this movement, the Milo team is kicking off a nationwide play effort that will provide families with inspiration on how to ‘go play’ with their kids. The MILO Facebook community will become a central hub where parents can share experiences and help each other overcome the barriers to play. The hub will also provide free expert advice from child developmental psychologist Paula Barrett.