The Department for Education is stepping up its drive to inspire more people to explore a career in early years, with a major digital out of home activation in Manchester, transforming city-centre screens into real-time interactive experiences.
The activity, which is part of the DfE’s ‘Do Something Big’ campaign, converts full motion screens across Ocean Outdoors’ The Loop Network (premium small format) in Manchester City Centre, into immersive environments inviting passers-by to get a glimpse into the work of early years educators by physically engaging with young children.
Created by Havas London, the idea uses reactive mixed reality technology, with participants stepping onto a floor vinyl positioned in front of the screens, triggering motion-based gameplay that allows them to interact directly with the young children featured on screen.
From “Peekaboo” to “Head, Shoulders, Knees and Toes”, the games bring to life the joy of working with young children while highlighting the vital role early years educators play in supporting children’s learning, development and wellbeing.
Alongside the interactive installations, the campaign is amplified through additional DOOH placements across Manchester, including Arndale Media Wall, Printworks and roadside screens, targeting commuters and students at scale.
The idea won bronze in the non-profit category at the Ocean Outdoor Digital Creative Competition last year and as a result, was awarded £50,000 worth of media space from Ocean Outdoor.
Department for Education deputy director of workforce recruitment and mission campaigns Laurence Russ commented: “‘Play Stations’ brings our ‘Do Something Big’ campaign to life in a bold and unexpected way. It invites them to step in and experience for themselves the energy, spontaneity and connection you get from working with young children.
“By turning everyday spaces into something playful and interactive, we’re helping people see early years in a new light – not just as a job, but as a career that’s engaging, full of purpose and where you can help give children the best start in life.”
Havas London executive creative director Dan Cole added: “Anyone who has spent any time with a 3-year-old will know that no two days are ever the same… the children will bring a constant smile to your face. We wanted people to meet these little characters and experience some of what makes working with young children so rewarding.
‘Play Stations’ lets people consider that possibility in a way traditional advertising just can’t. By turning DOOH into something physical, playful, and participatory, we’re helping people feel the joy of the job in a way that’s immediate and memorable.”
The campaign is live from today, with production handled by Prose on Pixels.
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