Play For Success

The launch of the Rwanda Play Movement

In order to redefine the way that play is perceived amongst parents and caregivers, we launched an online campaign to raise awareness about the benefits of learning through play. We worked with media personalities and social media influencers to co-create content and disseminate messages of LtP across social media, radio and television.

Influencer videos


The Play for Success intervention reached over 1.36 M people and engaged over 218,000 people across all social channels, which represents a 10% population reach within 3 months

Given the restrictions of the COVID19 pandemic, we leveraged the power of social and traditional media allowed us to reach our audiences where they are. Working with local influencers and mainstream media helped to amplify messaging surrounding learning through play, and widen the reach of the campaign to raise awareness.

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Play Movement!