The United Nations Children’s Fund (UNICEF) has unveiled a new campaign highlighting the “global play deficit”.

Devised by creative agency Southpaw,  the marketing drive centres on the idea that a short moment of playing with a parent can feel like the “biggest game in the world” to a child.

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The hero spot shows user-generated snippets of real-life families playing together, while a sports commentator narrates their actions in the background.

The film will launch globally across UNICEF’s digital and social channels.

It will be supported by a broader toolkit that encourages parents to ‘Choose Play Every Day’.