senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

See What #KidsTheseDays Want with BBDO Singapore's Social Experiment

19/08/2014
29
Share
'Play experiment' for Johnson's Baby Singapore looks at children's playtime choices

BBDO Singapore has conducted a social experiment for Johnson’s Baby Active Fresh range to promote outdoor physical playtime for children. 

Parents in Singapore display a high degree of kiasu-ness when it comes to their children, often focusing on educational activities, with limited free time for unstructured play, time which is all too often taken up with technology devices or sedentary activities.

The “Play Experiment” is designed to show the plain and simple truth to parents. It demonstrates how children are becoming conditioned into making choices that keep them sedentary, even when given the opportunity to be active, and how this is causing them miss out on key child behaviour development. 


“BBDO Singapore was tasked with the need to make the Johnson’s Baby Active Fresh product range resonate more effectively with the consumer, Singaporean parents. We raised a very pertinent issue, with health and behavioural ramifications for the next generation, through which, we were able to showcase the unique features of Johnson Baby’s product range in an interesting way”, said Tan Char-Maine, account director for Johnson’s Baby at BBDO Singapore.

Bea Gonzalez, group brand manager for Johnson’s Baby commented “Johnson’s baby aims to understand and be closely connected to mothers and their babies-- starting from birth, and as they move on from one life stage to another. Through the Play Experiment, Johnson’s baby aims to spark a conversation around Active Play and the benefits it brings to a child’s development. It’s our hope that more parents Go Out and Play with their kids as a result of this."

SIGN UP FOR OUR NEWSLETTER
Work from BBDO Asia
Update Our Mindset
Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP)
26/06/2024
Transcend Your Journey
Alila
24/05/2023
The Taste That Brings You Home
Five Star Chicken
24/04/2023
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v2.25.1