Influenced by insights from the 2022 LEGO® Play Well Report — which highlighted the negative effects of insufficient playtime and other factors in children's development — positive play emerged as a developmental solution for children from ECD to primary school.
Recognising the mental, physical and emotional benefits of developmental and social play, SASKO says it initiated the 'Play Better' campaign in 2023 with plans to restore and upgrade 1 000 playgrounds across South Africa by 2024.
Launching the 2024 'Play Better' campaign, PepsiCo South Africa marketing director for SASKO Nomsa Khanyile says the focus is on strengthening and impacting communities for a brighter future.
"SASKO has been at the centre of communities since 1930, and the SASKO Siyasizana initiative has always focussed on building a solid foundation for our nation's children. Siyasizana, which means 'we are helping each other' has previously provided pre-primary and primary school children with reading books and educational material," adds Khanyile.
Nomawethu Ngadlela, marketing manager for SASKO South Africa, adds, "This year's 'Play Better' campaign holds a special place in our hearts as we continue to impact our communities by making better quality play accessible to five million South African children, aligning seamlessly with SASKO's proposition: 'People who care make things better'."
Research has shown that access to better-quality play holds the potential to make a significant difference in a child's life, fostering the development of life and social skills.
Ngadlela adds, "The commitment to this vision is to manifest the comprehensive approach of restoring, upgrading or building playgrounds at primary schools and day-care centres across South Africa. Our campaign roll-out will be executed through a 360 multi-channel approach leveraging television, digital, radio, print and in-store platforms."
The campaign is currently live and will run until Tuesday, 30 April. This offers consumers an opportunity to nominate schools and communities that need playgrounds.
To participate, consumers can:
- purchase any SASKO bread, buns, or rolls
- scan the QR code or WhatsApp us on 068 746 2356, and
- nominate a primary school or day-care to receive a R10 000 playground upgrade.
Participants could also stand to win R5 000 in cash; Ts and Cs apply.