Last week it briefed The Forster Company to target councils and encourage liaison with Play England.
NCB assistant comms director Jayne Obeng said the group was forged after an agreement with the Big Lottery Fund that enables councils to bid for grants as part of 'play strategy' planning.
'The Forster Company will promote a clear brand identity for Play England, explaining who is behind the scheme and what it aims to deliver,' Obeng said.
The first phase of the campaign will focus on local authorities, demonstrating how Play England can help them devise collective strategies for the building of playgrounds, said The Forster Company consultant Lisa Mangan. It will also raise the organisation's profile in the playground construction sector.
Following the rollout of projects, the campaign will have more of a consumer-led, promotional focus.
The Forster Company was one of seven agencies approached by Play England to work on the account, said Obeng.