The breaking of a press embargo pushed the media team working on National Playday to produce a campaign which received mass TV, radio and press coverage.
The Sunday Telegraph broke an embargo on a press release about National Playday. As a result a second release was sent out focusing on anecdotal reports that children were being banned from making daisy chains, doing handstands or playing with yo-yos.
This captured the media's interest and ensured huge coverage from 28 July to 7 August. National newspaper coverage included most broadsheets and tabloids, extensive BBC radio coverage including the World Service, satellite and terrestrial TV, and the story hit most newswires. The story was also picked up in Wales, Northern Ireland and Scotland.