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The Drum Awards Awards Case Studies Experience Case Studies

How Lego and a west Harlem-based NGO created meaningful change in the community


By Awards Analyst, writer

December 6, 2022 | 4 min read

Lego and Amplify won the award for Community or Not-for-profit Experience at The Drum Awards for Experience. Here, we find out more about this successful project.



The brief

Lego believes the world needs more play. But in cities around the world, play spaces are not a priority.

Play is strongly related to cognitive development and emotional well-being. 87% of employed adults say skills they learn from play have helped them achieve success in their careers. There are many areas in the world that, due to socio-economic pressures, are not able to provide children with meaningful, safe and creative spaces to play and therefore inspire them to build change in their lives and their communities. It was time to change that.

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The idea

Lego partnered with a west Harlem-based NGO called Brotherhood Sister Sol to uncover how the brand could create meaningful change in the community.

But rather than working with the adult figureheads behind the organization, it tapped into the minds of the ones who benefit from play most - and use their playful creativity to build change in the community they’re a part of.

30 West Harlem kids plus thousands of Lego bricks and their ideas created a solution to prioritizing play in the community.

Introducing… Fly Away Isles. New York City’s first-ever playspace designed by kids.

From a rocket ship to volcanoes, to friendly snakes and beyond - the ideas that the kids of Brotherhood Sister Sol came up with, through the action of Lego play, were turned into the colorful and vibrant play pieces that were installed in their very own community. Resulting in a delightful space that unlocked children’s imaginations and enabled learning from play.

The results

Fly Away Isle lead to a new way for a community to envision play and everyone in the Harlem Community knew that Lego Group is a champion of play. The Harlem community and the BHSS community were inspired by play by 400 children on an opening day and even more in the months afterward.

This campaign was a winner at The Drum Awards for Experience in 2022. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

The Drum Awards Awards Case Studies Experience Case Studies

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