Campaign details

Brand: Persil
Client: Unilever
Agency: MullenLowe London


When a once provocative idea starts to feel nostalgic, bold action is needed. Particularly when that idea is more truly necessary today than it was at its inception.

This is the story of how Persil became radicalised, and transformed its role from supportive advocate of relaxed childhood to provocative activist and agitator for change.

Outdoor play is disappearing from our children's lives, just as dirt is disappearing from their clothes. The results could be devastating - not just for Persil, but for child development. To create change, a grass roots movement needed to be sparked, so Persil took its lead from social activists.

Our 3-part strategy- 'Provoke, Educate, Facilitate' -started with a newsworthy reframing of a powerful statistic. We then eschewed traditional media and instead used educationalists and word-of-mouth to help parents understand the importance of outdoor play. And finally, we made it easy for parents and teachers to take action and get kids outside more.