PR partnered with two key influencers, Mome Mahlangu and Olwethu Leshabane to help seed the video in the initial phase predominantly among their own audiences as well as drive the pledge element. This was supported by seeding thought leadership type content around the issue and the importance of making time for playtime to key media influencers, in order to drive an emotional and relevant engagement. PR supported the campaign pledge phase by distributing a second content piece recapping the issue and solution and offering practical tips on how to carve out more time during the day for playtime. This was accompanied by a delivery containing a pledge voucher book with suggestions for parents and kids as well as an appropriate Hasbro game and a reminder magnet to #SaveTimeforPlayTime. The tactical delivery served to reinforce the pledge element and highlight the ‘’pinky promise’’ call-to-action captured throughout the campaign.