A set of campaign tactics developed to support Kidsafe Australia, focusing on increasing awareness of safe play through creative, audience-focused communication strategies.

The challenge:
Kidsafe Australia needed to increase awareness and engagement around safe play practices among parents and caregivers, ensuring safety messaging was both accessible and impactful.

Proposed Tactics

1. “My Favourite Playground” Social Media Campaign
A user-generated content campaign encouraging audiences to share nostalgic playground memories while nominating safe, local play spaces. Designed to build community engagement and highlight safe environments through organic storytelling.

2. Community Partnerships with Councils & Playgroups
Collaboration with local councils and playgroups to amplify campaign messaging through trusted community networks, increasing visibility and encouraging real-world discussion around playground safety.

3. Industry Partner Prize Incentive
A partnership with a children’s outdoor play brand to offer a prize incentive, such as a family experience or playground upgrade, driving participation and reinforcing the importance of safe play environments.

Outcome:
These tactics were designed to spark community conversation, increase engagement and support awareness of playground safety while promoting the Kidsafe Awards.