Coronavirus: Popular lockdown teddy bear hunt goes digital on billboards

Tuesday, 7 April 2020

Children are being encouraged to go on a teddy bear hunt as part of their exercise routine when on lockdown due to the coronavirus.

New Zealand's popular teddy bear hunt has gone digital to cater for city children surrounded by tall buildings who may not be able to spot teddies from their windows during the coronavirus lockdown.

The popular bear hunt, inspired by the Michael Rosen children's book We're Going on a Bear Hunt, is a fun initiative where people are encouraged to put a teddy bear in a window of their home, visible from the road.

Endorsed by Prime Minister Jacinda Ardern, who said her Wellington neighbours may spot a teddy bear in her window, the activity is aimed at brightening little Kiwis' spirts while out on walks with their families during Alert Level 4.

The digital teddy bears are already up on 25 giant billboards across the country.

The social-distanced hunt has caught on in communities across the country but there was concern city kids living in apartments, surrounded by tall buildings may be missing out.

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Liz Richards from Pitchblack says it's a way to ensure as many Kiwi kids as possible are taking part in the social-distanced scavenger hunt.

Pitchblack, a creative content company, has partnered with digital billboard advertising network Lumo to make sure as many children as possible are included.

Teddy bear images began popping up on 25 billboard screens across New Zealand in Auckland, Hamilton, Tauranga, Wellington and Christchurch on April 2 for city kids to spot.

Lumo LED billboards in Auckland CBD have been casting digital teddy bears as part of the bear hunt for children who live in the city.

Pitchblack creative partner Liz Richards said the idea came to her during one of her morning walks in her own neighbourhood, in central Auckland's Kingsland, when she saw teddies in windows.

'Nick, my creative partner and I came up with the idea and approached Lumo to partner with us to release the bear images on their billboards as a bit of feel-good fun for New Zealanders, so everyone can join in the NZ Bear Hunt.'

The teddies are expected to remain up on billboards for as long as the lockdown continues, she said.

'With how everything is right now, we felt like this could be something quite nice to do.'

New Zealanders have been told to remain home during the nationwide lockdown, but exercise and visits to essential services are allowed.

People have been coming up with creative ideas for the bear hunt, including this 3m-high hay bale bear in Blenheim.

People can also take children or dogs to a park or field for walks, as long as they maintain social distancing with others outside of their self-isolation groups

Ardern said the Government accepted people would go for walks and take their children outside to get some fresh air.

'They might look for teddy bears in windows but as they pass people, keep your distance, don't talk to others, just stay within your bubble,' Ardern said when the lockdown started.

'And if you're in Wellington and you're walking in a local neighbourhood, you might see one in my window.'

Deb Hoffman, who started the We're Not Scared - NZ Bear Hunt page on Facebook, said it helped people reset while outside on a walk, and put smiles on their faces.

'It's a great way for communities to come up with something positive and still connect with each other,' Hoffman said.