For three years, we’ve partnered with Dirt is Good (DiG) to bring to life their purposeful commitment to preserve childhood, elevate the positive social impact that can be generated when children are able to play and showcase the brand’s efforts to restore Real Play worldwide.
Our brief has been to continue to grow the authenticity and integrity of DiG’s purpose work, as well as raising awareness, driving sign-ups and connecting the brand to Outdoor Classroom Day, a global campaign to inspire and celebrate outdoor learning and play.
When you’re a child, playing and getting dirty is crucial for personal development. Edelman Intelligence found that 74% of children spend less time outdoors than the 60 minutes recommended for prison inmates.
Strategy & Execution
The Edelman Global team developed an earned, influencer and social strategy based on local data about lack of play, as well as materials to be deployed in markets. They worked closely with the Edelman network to support DiG and their partner NGOs by developing tailored plans that would make Outdoor Classroom Day famous, position the topic on the media agenda and drive sign-ups from schools. Using local statistics and validated voices such as experts and key opinion formers, we managed to drive a conversation about the importance of play and inspire ways to let it happen more.
Additionally, we have developed a Real Play whitepaper with Sir Ken Robinson to reinforce the brand’s POV and support the conversation. In 2018, we created and launched the Real Play Coalition, the first of its kind. The coalition, a partnership between DiG, LEGO Foundation, IKEA and NatGeo, aims to address the importance of play among parents and in society, and drive change, using the reach and influence of their brands.
Business Outcome
Dirt is Good is one of Unilever’s top six brands. The campaign has become a Unilever benchmark for purpose-centric communications. In 2017, Outdoor Classroom Day helped 2.1 million children globally get outdoors.
This year alone, it has already impacted over 100 markets, involving nearly 20,000 schools and more than 1.8 million children. A report commissioned by Project Dirt in 2018 recorded that 22% of schools have increase playtime since getting involved in Outdoor Classroom Day.