Gender equality is still a major concern in South Africa, with a lack of diversity prevalent in business.
When kids are told to only play with gender-specific toys it can limit their development. Yet today there are more gender-specific toys than ever before.
To spark a conversation about gender specific toys we needed to engage with toy retailers, toy manufactures and parents.
So we created a series of gender-neutral toys repackaged from gender-specific toys for both boys and girls to play with.
We sent the toys to leading toy retailers and inviting them to come on air with Cape Talk to share their thoughts on gender specific toys, while also giving their brand some free exposure.
We also gave the toys to some families and documented both the parents and children’s reactions and posted it on our social media channels.
Credits:
Chief Creative Officer: Graham Lang
Creative Director: Nkanyezi Masango
Creative Director: Gareth Cohen
Art Director: Wade Barnes / Lushca Brink
Copywriter: Beatrice Willougby
Agency Producer: Justin Fraser
