JCPR was briefed to develop a global PR strategy to support the "Dirt Is Good" platform, positioning the Omo brand with credibility and authority to a global audience of mothers. The core thought for the PR programme was ‘to reframe the importance of childhood experiences to parents’ to be delivered by offering a fresh view, a dose of inspiration, a space to discuss and expert advice on child development. The focus of the campaign’s strategic direction was to explore the importance of experiential learning on child development; demonstrating the impact that a lack of unstructured and outdoor play can have on a child’s development and well-being.
JCPR worked with research consultancy StrategyOne to undertake a global literature review of the existing academic research and expertise on experiential learning. The review helped determine that a unified ‘mothers’ voice’ on the issue did not exist which then led to an international study of mothers’ perceptions of experiential learning. This was undertaken in collaboration with leading Child Development experts, Drs Jerome and Dorothy Singer, Yale University.
JCPR was integral to the programme conception and developed a global toolkit. This led the debate, guidance, and content of materials to launch White Paper findings to international media and influencers. Additional opportunities were created to amplify ATL, digital and CSR activity. JCPR provided ongoing strategic consultation before, during and after the campaign and co-ordination of global PR rollout. The campaign included launches in LatAm, Asia and EMEA in 2007 with China to follow in 2008.