"A legacy of China’s one child policy is generations of parents raising “bao bei” - “precious” children who are the centre of their universe. Decades of well-intentioned coddling has become restrictive: participation in physical activity, especially competitive sport, has plummeted fearful parents go to extreme lengths to keep children from harm - the disappointment of losing through to the risk of injury.

The primary objective for Nike was to raise awareness of the benefits of sports for children and to help drive attitudinal change towards the participation of children in sports, and in so doing help build up a more athletic youth culture in China.

One of the key goals of the campaign was to help parents overcome their deeply ingrained overprotective instincts by showing the resilience, strength and skill their “bao bei” can possess, and that sport is the key to unlocking it.

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In the “Don’t Call Me Precious” film, the children focus on their beloved sport event, like basketball, running, football, boxing. They express their true thoughts through their words -- The boy who encounters a strong enemy in the basketball game says: “You (the parents) can’t help me in the game, unless I fight for myself.” The girl who stops running because she reaches out her limit says: “It’s okay, you are not the first one who look down upon me.” Eventually, they find their potential in the athletic field, and feel the challenge and fun in the sports. The potential of the athlete that those children have are always misjudged or limited because of the “precious” stereotype of them.

"This work includes a series of films, a meme generator, DOOH and events. It hero's four real-life junior sport stars and showcases their mental toughness, athleticism and outspoken demand to not be babied. Timed to coincide Children's Day on June 1st, it delivered a short, sharp shock with saccharine sentimentality.

Chinese kids and their parents have very different media behaviors and they live on different platforms. To reach both of them effectively, Nike used a combination of kid and parent channels with customized content and engagements.

5 films, a series of KVs, and an HTML5 meme activation were created to make the campaign integrated, engaging and socially impactful.

Nike used top social media platforms WeChat, Weibo, and Qzone to get both parents and children involved. Influencers shared their H5 posters on Weibo to amplify the impact. Two OTV sites Youku and IQIYI are targeting both kids and parents.

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