The Toy Association
Dear Parents
To communicate the importance of play, and underline the crucial role it plays in the healthy development of children, The Toy Association wanted to create a PSA that spoke directly to parents about this need. Naturally, it felt organic for this message to be voiced by real, non-actor, kids as an authentic letter to parents about just how great play is.
![](https://freight.cargo.site/t/original/i/2d8ffd56e2f8dfc29ff9d00323a3f06d552c29b2b93acb46c6071ec1c77c0911/DearParents4.jpg)
![](https://freight.cargo.site/t/original/i/17a077a3673b871cd1bfc7be70382554fc22acbae44fa18a76355bc9a78d9f55/DearParents1.jpg)
This PSA campaign encourages families to mix up the way they play. Casting over 35+ non-actor kids, filming in 20+ locations, all in hopes of capturing the essence of “play” as a reminder to parents to never forget what kept them moving.
![](https://freight.cargo.site/t/original/i/401e7ed478697fc2d62965b68266882996a0b5cfa9a98432a94e22813f3b5e1c/DearParents7.jpg)
![](https://freight.cargo.site/t/original/i/491f80b2963ea1510cc99c9736dad17bc27f1211e12a89c0a0ab5f95366d126f/DearParents3.jpg)
Collaborating with The Toy Association, it was important to represent the vast array of play activities, to showcase the various modalities necessary in a child’s developmental life. This PSA campaign won the . More information available at The Genius of Play.
![](https://freight.cargo.site/t/original/i/6e3d10fd5b0bbb556f770cc9f7c4e2de98d04f0a844038f234a2c4d47e152063/Pop-Quiz---PRORES.00_00_32_08.Still004.jpg)
![](https://freight.cargo.site/t/original/i/d3bceddc57ebd5734ef778a326c33f60742cd456cc013babda733460e1eec629/ToyAssociation-14.jpg)
This PSA campaign won the Association Trends All Media ContestThe Genius of Play.
Credits
Director, Cinematographer: Everett Ravens
Producer: Shea Johnson
Gaffer: Garrett Doermann
1AC: Issac Banks
Production Company: Makeout