Persil: Free the kids by MullenLowe London

Short Rationale: Childhood play is under threat. This is the stark conclusion of a new global integrated marketing campaign launching this week from OMO/ Persil. It reveals that the majority of children spend as little time outdoors as maximum security prisoners, with one in two spending an hour or less outside per day and one in 10 never playing outdoors.

To help tackle this global crisis OMO/Persil is launching the latest instalment of its ground breaking Dirt is Good campaign in partnership with Sir Ken Robinson, world leading expert in education, creativity and human development.

At the heart of the campaign, OMO/Persil has created ‘Free the Kids’ a ground- breaking film set in a maximum security prison in the US. Created by MullenLowe London and directed by documentary filmmaker, Toby Dye of RSA Films, the team visited Wabash Valley Correctional Facility in Indiana, USA to talk to prison inmates about the importance they place on their daily outdoors time.

The powerful stories of the prisoners, who volunteered to be part of the project, communicate the stark contrast between the time they are guaranteed outside each day and the woeful lack of time spent playing outdoors by today’s children.