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The Genius of Play

The Genius of Play, a nonprofit initiative dedicated to raising awareness of play’s vital role in child development spearheaded by The Toy Association, turned to Coyne PR to help position itself as a key resource for media and consumers for all things related to the benefits of play. Coyne PR created a strategic campaign to help bring The Genius of Play program to the next level in terms of media exposure and strengthen the organization’s status as experts on the value of play in children’s lives.

Our Studio and Advertising teams created a PSA called “The Worldwide Headquarters of Play” which featured families in homemade pillow and blanket forts as break the fourth wall to tell us about the benefits of play to health, brain development and emotional well-being at any age. The PSA was recognized for excellence with a Silver Telly Award.

On behalf of The Toy Association's The Genuis of Play initiative, Coyne PR created the “Worldwide Headquarters of Play” PSA Campaign to highlight the physical and emotional benefits of play for kids and adults. The PSA is intended to serve as a reminder that play is critical and its benefits are limitless, at any age.

Telly Silver Winner

In addition to running on TV, the PSA was adapted for social media placement, gaining more exposure and engagement.