Warning signs and alerts are often provided around recognized areas such as playgrounds and schools. But because playstreets are simply side streets in neighborhoods with lots of children, these are often overlooked as areas that need protection too.

So we invited parents to help us compile an interactive map of all Playstreets in the country and mark them on a specially created Google Map for use on mobile devices and other digital platforms. This map was designed to involve parents and kids to get as many playstreets as possible marked on the map.

We started with live events in major shopping malls – including closing a busy street for a weekend – then built the campaign using promoted Facebook posts to drive engagement. We created an online petition, downloadable Google navigation maps containing the marked streets and other campaign information on a dedicated website: www.playstreet.ph

We also shared the results with local government and map navigation companies to drive permanent changes in speed limits and navigation routes.

The Playstreet activation is led by the Johnson's Active Kids range of products which includes shampoo, powder, and bath, and this was one of the major activities for the brand. As a result sales for the brand is up by a comparatively huge 21% year on year - this represents a massive ROI of 301% for the company and is leading to further investments in the campaign.

• 164 Million Media Impressions garnered from our online posts and on ground events

• 301% ROI in PR Value

• 6x more responses than average

• Commitments from GPS app makers to work with local government in introducing lower speed limits. According to the World Health Organization, this would reduce road accidents involving kids by up to 30%