THE POWER OF DISCOVERY FOR KIDS: TIN MAN HELPS DAIRYLEA ENCOURAGE FAMILIES TO GET OUT AND EXPLORE

A one-of-a-kind, 3 x meter tall backpack was in Kings Cross station this week, chock-full of the UK kids’ favourite items to play with, in a bid to shine a spotlight on the importance of discovery and unstructured play for children, launching the Dairylea Discovery Days campaign in partnership with Trainline.

From binoculars and telescopes, to magnifying glasses and compasses, the childhood treats were voted the top 10 children’s play items by the nation’s kids themselves in specially commissioned research on behalf of Dairylea.  Exploring how younger children and parents feel about the benefits of unstructured play, the research helped engage Dairylea’s target audience of young families, encouraging them to take-on moments of pure childhood and communicating the brand values of ‘setting them free’.

Helping to drive brand fame, Joe Swash and his son Rex starred in the campaign content as the duo travelled to Brighton, armed with a magnifying glass, and ready to take on a discovery day of their own. Watch here [ADD LINK TO CONTENT] to see Rex explore the beach, the upside down house and all that the UK coastline had to offer.

Meanwhile, behavioural child psychologist Dr Elizabeth Kilbey was also on-hand to give the campaign even more credibility, as she explained the benefits of unstructured play, her comment on which was hosted across earned and owned channels.

One to one briefings with our news, parenting and lifestyle media contacts helped drive online coverage, while video content and shots of the mega backpack installation ensured the message also travelled far and wide across social.

The brand-building campaign also drove a CTA, for people to find out more about Dairylea Discovery Days and how to redeem a unique voucher code on http://discoverydays.dairylea.co.uk/