RUB SOME DIRT ON IT
Brand campaigns encourage kids to play outside
Today’s youngest generation has access to entertainment through so many channels, devices, and consoles that outdoor play is often taken for granted. According to a study conducted by OnePoll, the average British child only spends seven hours outside per week, while spending twice that amount of time playing video games. These brands have created campaigns and initiatives that encourage kids to put down their devices and play outdoors.
As part of its Dirt is Good campaign, Unilever detergent brand Omo created the first “dirt-activated” book in an effort to encourage children to take a break from technology and play outside. The Tale of Spots and Stripes is a fable about a leopard cub and tiger cub who, after a roll in the mud, realize they’re not that different. This tale of unity is written and illustrated with a special invisible ink formula from Colourtone Aries that can only come to life when smudged with dirt. Omo is distributing the books to schools in South Africa and hope to make it part of the national curriculum.
The snack brand GoGo squeeZ created a campaign called BE Time to raise awareness about the benefits of unstructured playtime and to encourage parents to help their children play in a self-guided way. Children are living each day with so much structure, leaving them less time to go outside, explore, and use their imaginations. As part of the BE Time campaign, GoGo squeeZ is asking parents to pledge to give their kids 30 extra minutes of unstructured play. The brand is also teaming up with Action for Healthy Kids to award three $25,000 grants to schools for “BE Time” play spaces.
The Indian consumer brand Godrej promises to keep children protected while they enjoy playing outside during monsoons. The company created a campaign entitled #ProtekTheJoy to promote its hygiene brand, Protekt. A video spot for the campaign featured a social experiment in which children complain about how their parents don’t allow them to play outside in monsoons and their parents reflect on what they loved about playing in the rain when they were young. The video reminded parents of the happiness they experienced as children laughing and playing outside during monsoon season and encouraged them to give their kids the same joy.