There’s more to play than fun and games. In fact, daily active play does not just help in physical development but emotional and mental as well.

“We only have to look back to our childhood days to be convinced of how free play is a learning tool, helping us discover our capacities,” said Sigrid Perez, Executive Director of Play Pilipinas, during the launch of “Di Lang Laro Ang Laro,” a campaign that advocates for one hour of daily active play.

World Health Organization, in fact, recommends that children between five to 17 years old should have at least 60 minutes of physical play daily for proper physical and mental development.

“Play has the power to make our kids more creative, social, strong, smart and more,” says Trina Almario-Tanlapco, Group Brand Manager of Johnson and Johnson Philippines.

Unfortunately, in a study commissioned by Johnson & Johnson Philippines, it was found that  mothers with four to nine year old kids in Greater Manila Area inadvertently end up encouraging study time and discouraging play time even while they know the value of daily physical activity for their kids.

To get the adults to truly recognize the value of active play, Play Pilipinas, a local NGO dedicated to promoting children’s rights to play, conducted a “Rediscovery” workshop where the guests were able to experience playing the games they used to play when they were growing up. This was followed by a short processing, which helped the guests remember the value of play in their own development. “We only have to look back to our childhood days to be convinced of how free play is a learning tool, helping us discover our capacities,” said Sigrid Perez, Executive Director of Play Pilipinas.

A partnership with the Department of Education, Play Pilipinas and Johnson and Johnson Philippines, “Di Lang Laro Ang Laro,” has a series of activities including the 365 Days of Play game, where parents and children are encouraged to submit their own active play games. Chosen entries will be posted on the Johnson’s Baby Facebook page, facebook.com/johnsonsbabyphilippines.

Also part of the campaign is the building of “Palarujuan,” a playground that is easily-accessible for kids and their parents.