Get Dirty!

Persil, a well-known maker of laundry detergents in the UK, is touting the benefits of unstructured outdoor play in a new national campaign aimed at parents. The company surveyed mothers, a majority of whom agreed that society had lost sight of the importance of play in a child’s learning process. The “every child has the right” campaign includes a television commercial in which a robot becomes a boy when it ventures outdoors and a website with tips to help families make free play a priority once again.