As the results of a survey across 65 different countries show that UK youngsters
are now three years behind those in China in maths, the PLYT game will be marketed at families looking to help improve numeracy.
Manchester PR and social media company, Down at the Social, has been appointed to run the national launch and manage ongoing communications.
PLYT is the brainchild of mum and dad team, Lisa and Ian McCartney from Lymm, Cheshire. They invented the game when searching for a fun challenge to give their children, aged five and seven, to play together despite their differing abilities. They have since found that the game has made a difference to their numeracy levels, improving their maths grades at school to such an extent that the school has now bought several copies of the game to use in lessons.
Managing Director of Down at the Social, Daisy Whitehouse said they were thrilled to be working with PLYT.
“Launching such a strong product to media in the golden quarter is strategically very interesting, challenging and exciting. The game is a proven way to improve numeracy, plus it is a fun challenge for everyone in the family.
“Numeracy levels are a hot topic in the media right now, with much debate about how to improve them for both children and adults. Our campaign will focus on developing quantifiable research proving that PLYT is a innovative way to get the nation excited about maths whilst telling the success stories the couple have gathered already in such a short time since the game’s creation.”
Down at the Social won a competitive three-way pitch to launch the board game with a campaign that encourages families to take responsibility for the nation’s nose-diving numeracy levels combined with a strategic emphasis on social media and product placement.