Zulu Alpha Kilo Takes Over the Screen to Prove a Powerful Point

Kids don’t play as much as they used to for a lot of reasons, and ParticipACTION’s new national campaign takes on one very real barrier—the constant lure of screens.  

Screens have replaced time spent running, playing and being active outdoors.  ParticipACTION’s Make Room for Play campaign, created by Zulu Alpha Kilo, is a call to Canadian families to put down their screens, and limit screen time to make more room for active play.

“Kids need 60 minutes of heart-pumping physical activity every day, but only five per cent of kids are getting it,” says ParticipACTION’s Director of Marketing, Rachel Shantz.  “We want to help time-strapped Canadian parents realize how important—and possible—it is to make room for play.” 

The campaign’s four 30-second spots will live on and offline. In each spot, a group of kids are outside playing when a black screen enters, literally taking away the space they can play in. 

"The simplicity of the creative is so powerful in delivering the message,“ says Chief Creative Officer and CEO of Zulu Alpha Kilo, Zak Mroueh.

The campaign includes digital pre-roll, Cineplex pre-show screenings across the country, and is supported with tips and information for parents on social media and www.ParticipaCTION.com on how to reduce screen time and increase unstructured play, especially outdoors.

Cossette Media executed the national media buy and French adaptation was handled by TANK.