Unflinching Film by Quad's Henry Mason Tells Parents to 'Let Them Fall'

Quad director Henry Mason shows his ability to capture genuine, spontaneous performances in this unflinching look at why it's crucial to let you kids run around, and yes, even fall and hurt themselves. Just one hour of physical activity can reduce their risk of developing heart disease.

The campaign by French agency Les Gaulois responds to research showing that 5-17 year olds are becoming less active, while spending more time seated in front of screens and thus losing up to 25% of their cardio-vascular capacity.