Posted on by Nathalie Tay
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Turn yourself into a toy to support UNICEF #childrightplay
13 Jun
The United Nations Children’s Fund is channelling a meme to promote the International Day of Play on June 11. Here’s how you can take part.
You’re probably aware of the recent “starter pack” action figure trend, which saw people using AI – or occasionally analogue methods – to depict themselves as toys on social media. This gave UNICEF, the arm of the United Nations responsible for providing humanitarian and developmental aid to children, an idea.
June 11 is the International Day of Play, which refers to the 31st article of children’s rights. These were ratified in 1989 and are part of the legislation in almost every country in the world.
Article 31 of the UN Convention on the Rights of the Child is closely linked to the development of creativity. Every child has the right to rest, leisure and play. To age-appropriate active recreation and to free participation in cultural and artistic life.
If you also want to stand up for the right to play, UNICEF urges you to transform yourself into your favorite toy or action figure from your childhood with the hashtag #ChildRightPlay on your social media channels from May 30, 2025. Or make it even easier and just show off your favorite toy or character. Every post helps to raise awareness of the right to play.
Play is a natural form of learning, exploration and self-expression for children. Through play, children experiment with roles, materials and ideas. They develop their imaginations and find innovative solutions to problems, building up the resilience they need to deal with challenges and tasks as adults.
Play is an essential part of a child’s healthy development, physically, cognitively and emotionally. The campaign, initiated by UNICEF Switzerland and Liechtenstein, aims to raise awareness of this.
To kick things off, the example above is an AI creation by Philipp Skrabal, current “Advertiser of the Year” in Switzerland and CCO, partner and board member at the Team Farner alliance of communications agencies. And Lego fan, it seems.
So go ahead – start playing! And remember to post the toy version of yourself on socials with the hashtag #childrightplay!
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
