Claratyne encourages kids to play outside via CHE Proximity
Bayer Consumer Health Australia’s allergy medication Claratyne has released a new campaign. ‘The Outsideologist Project’ via CHE Proximity.
The campaign is based on Vice research that 89% of Australian kids prefer to play indoors.
The 15-second spot shows children playing outside, with a voiceover inviting watchers to go to Claratyne’s website for ideas for outdoor activities.
Claratyne brand manager, Stephanie Lyons, said: “There’s no denying we’re living in an era of devices and indoor entertainment as well as facing increased time indoors as a result of pandemic-induced lockdowns. So, it’s important we encourage our kids to explore and play outside – safely and within their local guidelines – to reap the positive mental and physical wellbeing benefits. However, nearly a third of parents admitted through the research that they do not know how to help their kids explore outside (30%) – it’s a pastime we’ve forgotten how to do so ourselves (33%).
“The Outsideologist Project by Claratyne aims to counter that hurdle by providing actionable, simple ideas that get us all outside, thinking and exploring. It’s a bonus that all ideas are inspired by the curriculum, working to complement traditional desk-based learning.”
One of the campaign’s social media assets
The campaign will be on TV, YouTube, socials and on the Claratyne website.
DEC PR is leading an earned media and influencer campaign, and media strategy and planning is by PHD.
Credits:
Brand: Claratyne, a brand of Bayer Consumer Health Australia
Creative: CHE Proximity Australia
Working media: PHD Australia
Media and talent relations: DEC PR
