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Unilever

Issue 10 | March 2009

Background

In light of the growing concerns over the generation of ‘cotton wool’ kids and child obesity, Persil created the global Dirt is Good campaign to remind mums that getting dirty through active play - often outside - is an essential part of growing up. While also reassuring them that no matter what their little angels got up to, Persil would always be able to eradicate the dirtiest of dirt stains. In 2008 Persil launched their new Every Child Has The Right (to be a child) campaign. In essence a push to tell mums about the importance of unstructured play.

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