The Toy Industry Association wants kids to play more.

This may seem obvious given the organization’s members, but TIA recently launched a research-backed campaign, “The Genius of Play,” to illustrate the benefits of playtime outside of fun and games.

“Through play, children learn about the world around them, explore their creativity, build important skills, and work through their emotions,” Steve Pasierb, president and CEO of TIA, said in a statement.

Building on research findings that show the benefits of kids’ playtime on human development, the campaign itself is playful and interactive, with short animated videos—the “heart” of the campaign, TIA noted.

It’s also a unique value proposition that its members offer kids and their families by illustrating the mind-body benefits of play.

The California Milk Processor Board used a similar tactic with its iconic Got Milk? campaign, which demonstrated the unique dilemma of finding oneself out of milk.

This is a relatively new tactic for associations, Suzanne Carawan, chief marketing officer at HighRoad Solution, told Associations Now.

“Associations haven’t largely had to develop their own story and tell a compelling story that differentiates themselves from other things on the market because they haven’t necessarily been in a competitive landscape historically,” she said.

The U.S. Travel Association is employing a similar strategy to TIA by capitalizing on the economic and health benefits of vacation time as part of its push to get Americans to use their paid time off.

Along similar lines, the American Institute of Architects recently showcased the unique roles its members play in society as part of a new three-year public awareness campaign.

“We are undertaking this campaign—which was months in the making—to not only change the perception of architecture and architects among the public but to also place the architect back into the national discussion on infrastructure, economy, the health of communities, and the future of our country,” AIA CEO Robert Ivy, said in a statement.

Awareness campaigns can take many forms—from the cheeky to the informative. So, why not take advantage of some of the particular benefits your industry offers?

How has your association capitalized on a unique value proposition that brings value to members and beyond? Please share in the comments.

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