Prime Highlights
- UK DfE launches interactive “Play Stations” campaign in Manchester.
- Campaign encourages people to explore careers in early years education.
Key Facts
- Uses motion-based digital screens across city centre locations.
- Campaign has won bronze in Ocean Outdoor’s creative competition
Background
The UK Department for Education has started a new interactive campaign in Manchester to promote careers in early years education as part of its “Do Something Big” drive.
The campaign transforms large digital screens across Manchester city centre into interactive “Play Stations” that allow passersby to experience activities inspired by early childhood learning.
The installation uses motion-based technology, where people standing on marked floor areas can trigger on-screen games involving children’s activities.
It includes activities such as “Peekaboo” and “Head, Shoulders, Knees and Toes,” highlighting the playful nature of early years work. The aim is to highlight how early years educators support children’s learning, development, and wellbeing through everyday interaction.
Created by Havas London, the campaign uses mixed-reality and digital out-of-home technology across Ocean Outdoor’s Loop Network in Manchester. Additional screens at locations such as the Arndale Media Wall and Printworks are also part of the rollout, reaching commuters, students, and city visitors.
The Department for Education said the campaign is designed to give people a direct and memorable understanding of early years roles, moving beyond traditional advertising methods. Officials said it aims to show childcare work as a meaningful and rewarding career that makes a real difference in children’s lives.
The campaign has already received recognition, winning bronze in Ocean Outdoor’s Digital Creative Competition for non-profit campaigns, which highlights innovative use of outdoor media.
Creative partners said the installation was designed to reflect the energy and unpredictability of working with young children, while also making the experience engaging and accessible to the public. The campaign will run throughout the week, with production support provided by Prose on Pixels.
