Surf Excel
Giving children room to play.
A message about childhood became a recurring public space.
Bring back the freedom to play.
Screen time, urbanisation and limited safe spaces were reducing children’s freedom to explore, get messy and grow naturally.
A better place beats another reminder.
Parents want happy, healthy childhoods. In a crowded city, the need is practical: safe, accessible space to play.
Turn the street into a playground.
Through Car Free Street, Surf Excel worked with DTCA and partners to create a car-free stretch of Manik Mia Avenue where children could cycle, play and explore. The concept later expanded to Uttara.
4M+Digital reach
3,000Children engaged directly
200mCar-free stretch
The initiative moved beyond awareness to create recurring access to outdoor play.
Case narrative and reported outcomes: Adcomm Credentials / 2026, pages 51–52. Figures reflect the campaign reporting in that document.