Summer of Play

In Kind Direct and Save the Children

As the cost-of-living crisis continues, it means increasingly tough times for children and their families. People describe raising a family in the current climate as like ‘‘walking a tightrope’’. Any unexpected extra cost, or unplanned event can knock them completely off balance. Families that were already experiencing poverty, are having to make impossible choices on a daily basis, to be able to put food on the table or money in the meter. This affects children’s opportunities to play.

The summer holidays should be a time for children to look forward to, to have fun, freedom and time with friends. We believe every child should have the opportunity to play during the summer and go back to school or start nursery equipped ready to learn.

That’s why in Summer 2023, In Kind Direct and Save the Children, one of the UK’s biggest children’s charities, formed a partnership to support parents, caregivers and charitable organisations who look after children, giving them the opportunity to play, learn and live well.

The campaign was a huge success which exceeded all targets.