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PlayUp | October 2012
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PlayUp | October 2012


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The project strategic aim is to co-develop a small series of educational toys made of a new biodegradable material that can be locally produced, sold and easily distributed on a large scale.

The project strategic aim is to co-develop a small series of educational toys made of a new biodegradable material that can be locally produced, sold and easily distributed on a large scale.

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  • 1. PlayUp Lisbon // give space to play
  • 2. Play is a human right & universal language Children are the soul of communities and the future of our society. Access to inclusive play environments and quality play opportunities are key to children’s personal development. Children who play better will be able to make better choices and have better ideas to shape the world we live in.
  • 3. Some children have no space to play The original idea for PlayUp was to deliver low-cost educational and biodegradable toys for children across the world in response to humanitarian emergencies such as tsunami, war, earthquakes, hurricanes or extreme poverty. “The healthy development of children is crucial to the future wellbeing of any society.” UNICEF
  • 4. Some of these children live in Lisbon But we had to start somewhere, so we decided to focus on some of the poorest neighborhoods of Lisbon. Exploring areas where social exclusion, poor household conditions and neglect are the daily reality for hundreds of young children.
  • 5. Currently operating in 4 quarters During the past twelve months we have been collaborating with the Associação João de Deus, Casal da Mira a leading Portuguese Casal da Boba organisation for children development. We delivered a series of interactive co-design workshops within four different communities in the North East of Lisbon. Bairro 6 de Maio Bairro da Horta Nova
  • 6. PlayUp creates space to play Creating more quality play opportunities at community level, working with children and their families. Developing activities that can be adopted and replicated in similar contexts, supporting the organisations already operating in the educational sector.
  • 7. PlayUp generates toys to grow up The project strategic aim is to co-develop a small series of clever educational toys made of a new biodegradable material that can be locally produced, sold and easily distributed on a large scale. From social intervention to social enterprise.
  • 8. Synergy of factors: design processSOCIAL + CREATIVE + STRATEGICcommunity design & entrepreneurship& education innovation & sustainability
  • 9. Project development stages: Scoping and Research 12 months building project team, identify resources and connecting to local communities (self funded). Social Intervention 6 months delivering playful sessions to communities working with children their families and experts in the field of education (funded). Design development 6 months developing, producing and distributing PlayUp toys (enterprise).
  • 10. Project development stages: 35K 100K SCOPE pitch DEVELOP investment DELIVERresearch and community productteam building interventions development 2011 / 2012 2012 / 2013 2013 / 2014
  • 11. PlayUp stakeholders and possible funders We have presented the results of this early interventions to a• Pressley Ridge, Social Innovation Hub Amadora series of stakeholders• Camara Municipalde Amadora, Lisbon and potential funders• Associação João de Deus, Ludotecas moveis• IADE Design University (engage students) who will help us raising• Majora, main Portuguese toy producer, Porto the grant funding• PimPumPlay, online educational toy store• Södra Labs, material innovation centre, Sweden necessary for the• João Sem Medo, centre for entrepreneurship further development• TESE, association for development and implementation of• Fundação Calouste Gulbenkian (potential funder) the second phase of• Fundação Montepio (potential funder) the PlayUp project.• Fundação EDP (potential funder)
  • 12. Key project partners
  • 13. Introducing Durapulp from Södra Labs We are experimenting a new biodegradable and innovative material for the design of the PlayUp toys. Durapulp is a composite of paper pulp and a corn starch biopolymer. PlayUp will connect a Swedish research Lab with local Portuguese industry and universities.
  • 14. 11 The PlayUp design team 4 entrepreneurial young designers and innovators: Vincenzo and Matteo are Italian and share the same passion for socially responsive design and sustainable development.Vincenzo Di Maria (29) Joana and Rita are bothMatteo Tangi (25) Portuguese, have studied abroad and have aJoana Regojo (25) background in design andRita Duarte (28) sustainable tourism.
  • 15. PlayUp Lisbon is a commonground projectWe have a proven track record in Commonground isdelivering service innovation and tacklingcomplex social challenges. We have where design meetsbeen using Theory of Change and SROI positive social in the past to track our progress We bring peopleand make sure we deliver measurable together to deliversocial impact. socially design & projects.@cmngrd