UNICEF South Africa launches dual campaigns to champion play and positive parenting

Pretoria, 16 May 2025 – This year, UNICEF South Africa is amplifying the critical role of play and positive parenting in child development through two linked campaigns running from May to September 2025. The initiatives aim to reach caregivers in rural and low-income areas, where access to early learning resources remains a challenge.

Power of Play 2.0: "Kulula Ukudlala – Choose play"

Now running, the campaign features a mobile "Play Bus Tour" travelling across South Africa, engaging children and caregivers through interactive activities and community theatre. The tour will culminate on 11 June 2025, the second annual International Day of Play, a global moment recognising play as fundamental to children’s wellbeing and learning.

“Play is not a privilege—it’s a necessity,” says UNICEF South Africa Representative, Christine Muhigana. “Even in resource-limited settings, simple, playful interactions build brains, resilience and joy. This campaign reminds us that every child, everywhere, has the right to play.”

Power of Parents: Strengthening caregiver support

Overlapping in June, mid-way through Parenting Month, the “Power of Parents” builds on the “Power of Play” message through a sustained community media campaign that promotes the importance of parenting support, equipping caregivers with tools to nurture their children’s development. Key resources include:

• ParentText SA, a free WhatsApp chatbot delivering bite-sized parenting tips.
• The UNICEF Parenting Hub, offering guidance on everything from play-based learning and positive discipline to nutrition and online safety.

“Parenting in adversity is tough, and we’re working to ensure that no caregiver feels alone in this journey”, says Muhigana. UNICEF’s digital parenting support resources complement in-person programmes like the Department of Basic Education’s National Parenting Programme which provides caregivers with guidance, education and resources on effective parenting practices. “There’s a variety of support available and what’s important,” says Muhigana, “is that caregivers know where to go to get the help they need.”

Why Focus on Play and Parenting?

• 60% of children lack access to early learning programmes, especially in rural areas.
• 24% of children live with grandparents/extended family, requiring tailored support for multigenerational caregivers.
• Play and parenting support are cost-effective tools to support holistic child development, improve family wellbeing and break cycles of poverty, violence and intergenerational trauma.
• Play fosters cognitive, social and emotional skills as well as family wellbeing – yet it is often undervalued.
• Play is an unlimited free resource, benefiting children, families and communities.

Join the Play and Positive parenting movement

UNICEF South Africa calls on partners, media and the public to:

• Celebrate the #InternationalDayofPlay (11 June) –WhatsApp PLAY to ParentText on 083 283 8620 & #PledgeToPlay.
• Promote ParentText SA – Encourage caregivers to WhatsApp 083 283 8620 for free parenting advice.
• Visit the Parenting Hub – A one-stop-shop for all things parenting.
• Have the conversation – Parenting is tough and we shouldn’t have to do it alone. Share resources with friends and family.

Get involved with the Play Bus tour

The Play Bus has already brought joy to caregivers in North West and Mpumalanga. Upcoming activations on the national tour include:

Limpopo 19 – 21 May 2025

• 19 May at 10h00 - Mookgophong - Mookgophong Community Hall, Mokgopong, Waterberg District, Limpopo.
• 20 May at 10h00 – Mokopane - Mapela Old Age Centre Mesopotamia Village Block C Mapela Mokopane Limpopo
• ⁠21 May at 14h00 - Moshate (Dikgale Tribal Authority), Ga-Dikgale South, Limpopo

Western Cape 26 – 27 May

• 26 May at 10h00 – Khayelitsha - 6 Malambo Street, F section, Khayelitsha
• 27 May at 10h00 – Ocean View - Ocean View Multipurpose Centre, Milky Way, Ocean View

Eastern Cape 5 – 7 June

• 5 June at 10h00 – Gqeberha - Qhamani Pre-School, Corner of Mawa & Booi, Zwide, Gqeberha
• 6 June at 10h00 – East London - N.U. 15 Community Hall, Mdantsane, East London
• 7 June at 10h00 – Komani - Ezibeleni Community, Komani

KwaZulu-Natal 9 – 11 June

• 9 June at 11h00 – Pietermaritzburg - Kwa Khuzwayo Sports Ground, Willow Fountain, Pietermaritzburg
• 10 June at 10h00 – Pietermaritzburg - Snathing Hall in Snathing Area (Edendale), Pietermaritzburg
• ⁠11 June at 10h00 – Kwamashu - KwaMashu G Community Hall, G559, Undlondlo Rd, KwaMashu

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Notes to Editors:

ParentText SA: Launched in 2022, the science-backed parenting tips service had 28,000 users in 2024.

2024 #InternationalDayofPlay: The inaugural day saw early learning and child special care centers across South Africa host #PledgeToPlay activations joining more than 140 countries united to champion play. Learn more here.

#KululaUkudlala #ChoosePlay #PositiveParenting #PlayMatters

For Power of Play media queries and interviews: Kennedy Dube, Lingo Communications, +27 78 844 4229 | [email protected]

For Power of Parents media queries and interviews: Ayanda Siswana, Flow Communications, +27 72 597 8219 | [email protected]