For years Persil has been the leading proponent of the idea that ‘Dirt is Good’ and the importance of outdoor learning and development for children.

But in the current Covid-19 pandemic, we asked ourselves what role doest dirt now play in our lives and how do we ensure Persil stays relevant in this new reality?

In the face of uncertainty, dirt can lift our spirits, calm our fears, and make us feel part of a community, even if we’re apart.  We realise that the world indoors can be just as good as the world outdoors.

Foot drawings are good.

Passing on a family recipe is good.

DIY workouts are good.

Making volcano experiments is good.

Dress up games are good. Building bug hotels is good. Painting rainbows is good.

Home is Good.

Our campaign kicks-0ff with a series of social posts highlighting the need for everyone to stay indoors, to act responsibly for the benefit of everyone, followed by a film that reinforces this message of coming together by playing apart for the greater good of all. In a partnership with Nat Geo Kids, all assets link through to a content bank for parents and children with activities to do while at home.