UNICEF urges play with phantom ball [WATCH]

Riding off its year-long campaign message of “children’s right to play”, UNICEF has launched a commercial that slams Hong Kongers’ obsession with education and a disregard for the importance of play."In other countries, the notion of play – which is defined by outdoor activities rather than videogames – has different meanings: children may not be able to play because of poverty or war,” said Chris Kyme, creative director of Kymechow, the creative agency in charge of the campaign.“In Hong Kong, it’s not that children can’t afford to play financially, but they’re often barred from this opportunity because the obsession with education is getting worse and worse in the city.”The 30- and 85-second campaign is placed as a TVC, online videos and outdoor ads.[gallery link="file" ids="27750,27751"]“The right to play is one of the most neglected and taken from granted children’s developmental rights. It is not unheard of that children in Hong Kong are overwhelmed by homework, examinations and endless extra-circular activities,” said Rosemary Tan, head of marketing and digital at Hong Kong Committee for UNICEF.“But this deprivation of play can be harmful for children’s growth and development. Another problem is that some Hong Kong people do not understand what true play is,” she said, adding that video games lack interaction.The bouncing ball in the campaign, Kyme added, is symbolic of a child looking for friends; yet it’s repeatedly rejected by parents whose children are too busy doing homework.Tan chimed in: “Having an emotional connection with the audience is very important when we are conveying our messages.  This TVC is a continuation of our brand style – simple, optimistic and bold, and it is a warm reminder to parents and caretakers about the importance of free play to the development of children.”http://www.youtube.com/watch?v=j6RvnwZRs0Q