KaBOOM! is an important, but small part of a larger ecosystem

Bringing play to communities and schools

Researching benefits of play

Policy/Governmental organizations

Importance of exercise and health for kids

Play movement ecosystemthis is a sample of some of the organizations

Considering KaBOOM!’s current position in the play movement, we see two problems

7%

99%

16% of adults in the U.S. have heard of and are familiar with KaBOOM!’s offerings

of people believe play is important for children

KaBOOM! Research n=400, nationally representative sample of adults between 18-65Knight foundation Evaluation (www.knightfoundation.org)

KaBOOM! is a part of a movement everyone agrees with, but few are willing to fight for

are currently involved in any organization devoted to child well-being, recreation or health

KaBOOM! has an amazing offering, but barely anyone knows about us

Cultural Issue KaBOOM’s Issue

but only... but only...

Over 90%of planning committee members were satisfied with the KaBOOM! process

How can KaBOOM! raise awareness by reframing the play movement as something worth fighting for?

KaBOOM! Research n=400, nationally representative sample of adults between 18-65

By exposing the most important issue...

The United States doesn’t consider ‘play’ to be a Human Right for children.

3 out of 4adults in the U.S. believe that play should be considered a

human right

United NationsConvention on the Rights of the Child

Article 31: “States Parties recognize the right of the child to rest and leisure, to engage in

play...”

The U.S. and Somalia arethe only countries yet to ratify this treaty

Even though... and..

Play movementa fight against:

ObesityADHD

Stunted social, cognitive development,

Fragmented communities

Playground-building NGO

KaBOOM! building playspaces

Human Rights Issue

a cause worth fighting for

Human Rights Organization

KaBOOM! defending the right’s of a child

Building a playground

creating a space for kids to play

Building a coalition around the issuefighting for a child’s right to play

From: To:

This means redefining our DNA - we don’t just build playgrounds, we’re a Human Rights organization fighting for a Child’s Right to Play

We’ll raise awareness of KaBOOM! by leading the charge to ratify the Convention on the Rights of the Child -- The petition will be featured on the KaBOOM! website

Petition to the U.S. Congress

For:

The Transformation

A human rights organization needs activists to fight in its corner -- children are the best activists we can have to fight this issue with us

Why Children?

Children have enacted social change before

Sara Kavanaugh successfully petitioned Gatorade to remove BVO

from it’s drinks with over 200,000 signatures

Children most immediately effected -

this is their realityP.R. amplification could

be enormous

Severn Cullis-Suzuki silenced the UN General Assembly speaking about

environmental issues

85% of adults believe that the amount of play (for kids) has

decreased since they were a kid

KaBOOM! Research n=400, nationally representative sample of adults between 18-65http://www.addletters.com/pictures/newspaper-generator/3759001.htm

Because children are innately play activists

We’ll seed the cause through them -- Children will be our grass roots activists

KaBOOM! Research n=400, nationally representative sample of adults between 18-65http://www.addletters.com/pictures/newspaper-generator/3759001.htm

ChildrenAudience

Parents and adults

Conduit

Who

Our influencer/activists who articulate the

urgency of the issue to adults

Adults who need to get on board with the cause

and sign the petition

LegislatorsPrimary Target

Our primary target of legal change makers who will receive the

petitions

Action How

Schools, Digital Media, Events

Through their children,Mom blogs

Petition from the Children and their

parents

PetitionPetition

Ratification Ratification

Each message will educate play activists about their right to play and provide means to sign the petition

Out of home

Why:Through schools we will tell our play activists that they have a right to play

Offerings:A branded curriculum paired with an in school competition. Bookmarks, and PTO Back to School Packs all designed to drive back to the petition.Prior to school, we’ll distribute back to school parent packs with information regarding KaBOOM! and the competition

Digital Media

Why:Screen based platforms are the norm for children - rather than challenge the dominance of the screen let’s use it to our advantage - gamify KaBOOM! and the Right to Play

Offerings:Allows KaBOOM! to custom design mini games centered around the Right to Play through an interactive experience that will drive them to the petition.

What:Via re:fuel - a youth marketing service that specializes in targeted media plans in schools. (Based off offerings we choose we have the potential to reach over 5,000 schools during Q3 and Q4)

What: Poptropica is a massive multi player online virtual world that reaches 8 million unique kids/month aged 6-11

Events

Offerings:Every KaBOOM! done-in-a-day will feature information about the child’s right to play and a way to push the petition forward

What:KaBOOM! done-in-a-days builds can serve as play activist rallies in communities. (38% of build day volunteers became involved in new volunteer opportunities)

Why:By owning the issue themselves they become direct enablers of change.

What: We preach to influential Mom Bloggers about the urgency of their Child’s Right to play

We’ll provide with them spreadable information about the US’s failure to ratify the Convention on the Rights of the child and to sign and share the petition

re:fuel capabilities and pricingPoptropica capabilities and pricingKnight foundation Evaluation (www.knightfoundation.org)

Mom Bloggers

Why:There are nearly 3.5 million mom bloggers in N. America with kids aged 2-11

Key channels for children Supplementary channel

The program explained

Out of home Digital Media Events

KaBOOM! will develop a in-school curriculum centered around human rights. As a part of the materials, children will be exposed to the UN Convention on the Rights of the Child. Following the curriculum there will be a competition based on KaBOOM!’s design day concept.

Children will be given the chance to concept a playground for themselves and a community in need and to bring a copy of Article 31 and the petition home.

Additional materials such as book covers, book marks and locker calendars will be designed to be mailable as a petition.

KaBOOM! will build an exclusive Custom Quest game in Poptropica that will give children a chance to interact with the brand and idea of their ‘Right to Play’

The game itself will challenge children to help rescue other kid avatars in the game from the obstacles preventing them from getting to ‘their’ playground.

The game will ultimately drive winners/completers to the petition housed on the KaBOOM! website.

Additionally, we will have banner ads on casual gaming and entertainment sites frequented by 6-11 year olds

KaBOOM! done-in-a-days will transform into a Child’s Right Rally -- we’ll invite speakers, community leaders and children play activists to speak about the right of the child to play.

Materials such as t-shirts with Articles 31 (Right to Play), stickers pronouncing “I’m a play activist”, badges with “I fight for my right to play”.

Petition

Petition

Petition Petition

Defend your right!

Artic

le 3

1

Flowchart: Total budget $3,000,000

Sources: re:fuel capabilities estimates, Poptropica capability estimates, Ad Network: Genome by Yahoo! estimates, done-in-a-day materials and shipping estimates