Equal Play is about exploring what gender equality looks like in childhood.
The campaign looked at how the gendering of play affects children as they
grow up, potentially limiting their aspirations. Deliverables included a family explorer trail activity book and a look and feel for the launch event.

The creative approach was centred around an illustrated character toy dinosaur called Dinah. The character allows for a playful figure for children to identify in a fun way, whilst relating directly to the subject matter. The activity book follows Dinah as she challenges gender stereotypes, appearing as a chef, scientist, superhero and more. This character spread through to the event branding, extending onto banners, floor vinyl and signage.

Tackling gender stereotyping early to enable every child to reach their full potential was one of the Mayor’s manifesto pledges. The campaign helped raise awareness within the organisation of this pledge. It also helped us develop relationships with key retailers such as Argos, John Lewis and IKEA, all of whom took part in a one day conference organised by City Hall called ‘What does gender equality look like in childhood?’

Fun marketing collateral – tote bags, floor vinyls, pull-up banners, notebooks -
inspired by the creative contributed to delegates’ engagement with the topic during the day. 

- 96 UPVs of the Equal Play trail page.

- 51 downloads of the trails during the campaign period.

- Top tweet of the day, announcing the Gender Charter Mark, received 10,819. impressions, 1.5% engagement rate (compared to industry standard of 0.05%).