#ToyStrike

The Ministry of Consumer Affairs in Spain wanted to develop a campaign to raise awareness about the impact that toys have on children’s development. The project’s objective was to open a social debate about gender stereotypes associated with toys and how they’re advertising. The campaign managed to draw media attention and raise public awareness using a method never before promoted by a public administration in Spain: a strike. During the symbolic strike, toys took to the stage to demand an end to sexism and stereotypes through a digital protest that claimed ‘play has no gender’.