JCB Kids has launched its Fresh Air Campaign, promoting outdoor play for children throughout the UK.
The campaign hopes to encourage kids to get outside, use their imagination and engage in physical activity.
Kicking off with a national survey of 2,000 parents promoted by micommsPR, JCB wants to examine the play patterns of children today in comparison with previous generations.
The campaign will be driven by national, regional and online media.
The second phase will launch in April, as London school children will take part in a mock protest outside City Hall.
The kids will sit on JCB ride ons and wave placards demanding more outdoor play. The event hopes to feature at a national and regional level.
Celebrating Easter, JCB Kids will also be supporting the Easter Eggstavaganza on April 6th and 7th at popular farm park, Willows Farm Village, in London Colney.
Children will be able to experience the JCB Young Drivers Zone, witness a sponsored sheep race and take part in competitions for a variety of JCB Kids prizes.
The campaign will continue with key retailers throughout 2013, focussing on its range of activity toys and selection of footwear and clothing.
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