Play Pact Brand Identity | The Play Pact is a broad coalition of partner organisations and individuals who are promoting, protecting and providing the conditions for children’s play, recreation and participation in cultural life.
Play Pact started from the recognition of the positive effects of play in childhood both emotionally and developmentally. The coalition collaborates beyond the resources of any single member to realise the child’s right to play in South Africa. Based on this, the brand identity was designed in order to inspire play.
Collaborators: Helen Aadnesgaard | Kathryn Henning | Caitlin Aadnesgaard | Ashley Bam
There is poor understanding and recognition of the importance and value of play for children of all ages.
Many adults, including parents, educators and policymakers, see play for its own sake as an unproductive and frivolous activity. However, certain forms of play, such as competitive game sports, are valued more highly than other forms of play that are equally important for child development.
Children living in poverty have limited access to safe and age-appropriate play spaces and are exposed more frequently to hazardous physical and social stressors such as uncontrolled traffic, congested streets and high levels of violence and crime. Even though increasing time and space for play can help to mitigate the effects of these stressors, play is often misunderstood in broad development policy and ignored in local government plans and practise. Therefore there is a very big need for organisations to take an active role in promoting play. The brand and all communication touch points have been designed to provide the right information in the form of a game. By doing this, the identity is doing what the cause aims to do.
