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Cadillac Fairview launches its latest campaign, called ‘Bring Back Play’ in partnership with several agencies from Publicis Groupe Canada: North Strategic for PR, Notch Video for production and Starcom for media planning and buying.

The campaign aims to inspire more kids to get active and involved in sports, starting with upgraded play spaces to schools across Ontario. The initiative is fuelled by a growing body of research showing that children and youth in Canada are increasingly inactive. More than 60% of kids aged five to 17 in Canada are not meeting national physical activity guidelines, according to recent data from ParticipACTION, a national nonprofit that advocates for active living. Instead, kids may be swapping playtime for screentime: more than 70% of children exceed the maximum amount of screentime guidelines of two hours daily, according to the data.

Through their program CF Play Makers, CF will build or refurbish play spaces for kids starting with Don Mills Collegiate Institute, Crescent Town Elementary School and West Glen Junior Public School, with the goal to expand to other provinces.

One cool activation has been put in place at the CF Toronto Eaton Centre, transforming Centre Court into a giant play space to encourage adults and parents to bring back play into their lives and the lives of our youth.

Claudia Garcia Mayne, senior director, brand at CF said, “At Cadillac Fairview, we know playgrounds are the heartbeat of vibrant communities. Our CF Play Makers program is committed to creating more play spaces, giving more children a place to play and grow. We're launching the program with a big red slide at CF Toronto Eaton Centre and hope that people will join us as we Bring Back Play.”

Vini Dalvi, CCO of Publicis Toronto said, “The CF Play Makers campaign goes beyond constructing playgrounds; it’s about igniting the essential spirit of play. Our goal was to create a campaign that reminded people how important play is for kids physical, social, and emotional development. Partnering with Cadillac Fairview, we aim to bring joy to communities and foster a healthier, more active future for children.”