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A New Look at Play
IPA Brasil
Created to inspire and mobilize society in partnership with the Brincar é Direito (Play Is a Right) Movement, the guide "A New Look at Play" uses warm, accessible language. The initiative translates the science of child development to champion play as a fundamental right of every child and a powerful driver of social transformation.
A New Look at Play: communication, educational design and advocacy for children's rights
Launched at an event at the São Paulo State Legislative Assembly (ALESP) in the month of World Play Day and in celebration of IPA Brasil's 20th anniversary, the guide "A New Look at Play" is an impact communication and advocacy initiative aimed at mobilizing public officials, educators and civil society in defense of children's rights. Produced in the first half of 2026 by IPA Brasil in partnership with the Brincar é Direito Movement, Terre des Hommes Germany and Instituto Kaimbé, the publication combines strategic sensitivity, technical rigor and the technology of affection to turn child development into a living tool for socio-environmental transformation and for promoting play as a fundamental right.
A New Look at Play: communication, educational design and advocacy for children's rights
Launched at an event at the São Paulo State Legislative Assembly (ALESP) in the month of World Play Day and in celebration of IPA Brasil's 20th anniversary, the guide "A New Look at Play" is an impact communication and advocacy initiative aimed at mobilizing public officials, educators and civil society in defense of children's rights. Produced in the first half of 2026 by IPA Brasil in partnership with the Brincar é Direito Movement, Terre des Hommes Germany and Instituto Kaimbé, the publication combines strategic sensitivity, technical rigor and the technology of affection to turn child development into a living tool for socio-environmental transformation and for promoting play as a fundamental right.
A New Look at Play: communication, educational design and advocacy for children's rights
Launched at an event at the São Paulo State Legislative Assembly (ALESP) in the month of World Play Day and in celebration of IPA Brasil's 20th anniversary, the guide "A New Look at Play" is an impact communication and advocacy initiative aimed at mobilizing public officials, educators and civil society in defense of children's rights. Produced in the first half of 2026 by IPA Brasil in partnership with the Brincar é Direito Movement, Terre des Hommes Germany and Instituto Kaimbé, the publication combines strategic sensitivity, technical rigor and the technology of affection to turn child development into a living tool for socio-environmental transformation and for promoting play as a fundamental right.
Setting out to turn dense technical and neuroscientific knowledge about child development into a living, accessible and inspiring narrative, UP Lab led the editorial design, graphic design and communication strategy for the guide "A New Look at Play". Under IPA Brasil's leadership, we brought our strategic sensitivity and the technology of affection to every stage of the journey, from conceptual alignment and educational review to sensitive art direction and technical preparation of the final files.
The result is a 72-page publication (available as an e-book and print-ready) that balances scientific rigor with an engaging, human reading experience. By strengthening the partnership between IPA Brasil and the Brincar é Direito Movement, UP Lab's work turned the guide into a powerful tool for social mobilization and public policy. For UP Lab, co-creating this project with such an engaged network of partners reaffirms our mission of connecting impact communication, purpose and socio-environmental transformation to build a fairer, kinder and more welcoming future for all children.
