.png)
Brincar é Direito (Play Is a Right)
Instituto Mari Johannpeter
The "Brincar é Direito" (Play Is a Right) campaign aims to raise awareness and mobilize civil society and decision-makers about the importance of free, safe play in public spaces. The project grew out of a partnership between UP Lab and Instituto Mari Johannpeter, with the active participation of Agência Solano Trindade and Organicamente Rango. The documentary of the same name was conceived and produced in partnership with Impossível.
Play Is a Right: a documentary on the renovation of the Campo Limpo playground and the movement for children's right to play.
Innovation and Social Impact in Revitalizing Childhood
Play is a fundamental right of children, guaranteed by Brazilian Law 14,826, signed in 2023. The documentary "Brincar é Direito" tells the story of the renovation of the playground at Praça do Campo Limpo, on the outskirts of São Paulo's South Zone, driven by social entrepreneur Thiago Vinicius. By telling how the space was transformed through collective mobilization, the short film explores how public places to play affect a right that society often ignores.
The initiative's success was driven by a strong network of partners, including Instituto Alana, Agente Muda, Change.org, Cooperê, Erê Lab, IPA Brasil and Identidade Negra, among others who strengthened the cause and expanded the reach of its message.
Impact Results of an Ongoing Effort
More than 7 million people were reached by the campaign. We earned dozens of news stories in leading outlets such as Folha de S. Paulo, Estadão and Rede Globo. The film premiered at REAG Belas Artes on the eve of International Play Day and brought together more than 100 leaders committed to children's right to play. On that occasion, the petition for municipal play plans, already signed by more than 9,000 people, was delivered to the office of City Councilor Marina Bragante. The work contributed to the enactment of Federal Law No. 15,145 of June 9, 2025, which establishes National Play Day, celebrated every year on May 28 to intensify sectoral and cross-sectoral actions that mobilize public and private entities around the importance of play in early childhood, raising public awareness of the benefits of play for cognitive and psychological development in early childhood.
Play Is a Right: a documentary on the renovation of the Campo Limpo playground and the movement for children's right to play.
Play Is a Right: a documentary on the renovation of the Campo Limpo playground and the movement for children's right to play.
Innovation and Social Impact in Revitalizing Childhood
Play is a fundamental right of children, guaranteed by Brazilian Law 14,826, signed in 2023. The documentary "Brincar é Direito" tells the story of the renovation of the playground at Praça do Campo Limpo, on the outskirts of São Paulo's South Zone, driven by social entrepreneur Thiago Vinicius. By telling how the space was transformed through collective mobilization, the short film explores how public places to play affect a right that society often ignores.
The initiative's success was driven by a strong network of partners, including Instituto Alana, Agente Muda, Change.org, Cooperê, Erê Lab, IPA Brasil and Identidade Negra, among others who strengthened the cause and expanded the reach of its message.
Impact Results of an Ongoing Effort
More than 7 million people were reached by the campaign. We earned dozens of news stories in leading outlets such as Folha de S. Paulo, Estadão and Rede Globo. The film premiered at REAG Belas Artes on the eve of International Play Day and brought together more than 100 leaders committed to children's right to play. On that occasion, the petition for municipal play plans, already signed by more than 9,000 people, was delivered to the office of City Councilor Marina Bragante. The work contributed to the enactment of Federal Law No. 15,145 of June 9, 2025, which establishes National Play Day, celebrated every year on May 28 to intensify sectoral and cross-sectoral actions that mobilize public and private entities around the importance of play in early childhood, raising public awareness of the benefits of play for cognitive and psychological development in early childhood.
