ABOVE: Unicef Power of Play performance team and local child beneficiaries signing their “Pledge to Play” in the North-West Province
Funded by UNICEF through the LEGO Foundation, CWBSA’s Power of Play 2.0 campaign (May–June 2025) reached six South African provinces—North West, Mpumalanga, Limpopo, Western Cape, Eastern Cape, and KwaZulu-Natal—promoting culturally resonant, play-based learning to strengthen child development and family bonds. Under the theme “Kulula Ukudlala – Choose Play,” the campaign engaged 1,600+ caregivers in vulnerable communities and reached an estimated 6.9 million people via 15 radio stations across the 6 provinces. ParentText uptake totalled 638 users through both in-person activations and via digital outreach. Delivered with partners including Bloom & Stone, local artists and 18 NGO’s, the campaign equipped caregivers with practical tools to inexpensive and impactful play, reduced stress at home and reignited joy through play.
ABOVE: The Power of Play Bus touring six provinces in South Africa