‘Play’ is an advertising campaign that encourages young people to put the ‘play’ back into playing sport. After all, sport is supposed to be a game. In Ireland, 90% of 10 year olds play sport. Children start playing sport mostly because they are having fun but as they get older, winning begins to overshadow participation and they are less inclined to play a sport in which they are unlikely to succeed. Sport participation tends to decline at the age of 14, a critical time for developing social skills and self-esteem.
Sport has many physical and mental health benefits yet young people tend to give up sport because they feel the are not good enough. This campaign encourages people to stay in sport and get out and play for fun rather than competitive reasons.