In the first half of a kids’ soccer game, the children playing are penalised for getting dirty. In the second half, they are allowed to get as messy as they need, to play the game.

The game is transformed in the second half for both the spectator parents and playing children. The kids play, and their parents watch, with enthusiasm and excitement. J.Walter Thompson’s The Real Play Experiment demonstrates the benefits of letting kids play freely and experience life.

The social experiment, that explores what happens when kids aren’t given the freedom to play freely, is the latest episode in Omo’s Dirt is Good mission, spearheaded by its four-minute YouTube video. The full online campaign is supported by partnerships with women’s lifestyle website Mamamia and Dr Suzy Green from the Positivity Institute, plus an extensive PR campaign.  Further elements will be launched throughout the year.

Simon Langley, executive creative director of J. Walter Thompson Sydney commented, “For too long we have been wrapping our kids in cotton wool. We felt it was time to ignite the conversation and get people talking about the benefits of letting kids play freely.  Social media is the natural forum to do this.”

“The Real Play Experiment is already achieving exactly what we set out to do – provoke a conversation. By stimulating feelings of frustration and guilt, the parents eventually acknowledge how much happier the kids are when they are allowed to play freely and get dirty.  We’re really pleased with the outcome.”

Paul Connell, marketing director Unilever Laundry & Homecare added,  “With research showing that real play activities are in decline, it’s a natural fit for Omo to champion the cause and spread the ‘dirt is good’ message.

“Through launch of The Real Play Experiment, we will bring the real play debate to the table and ignite a conversation about its importance for children’s learning and development.  We believe all parents want the best for their children and are open to making positive changes that contribute to their development. However, what gets in the way of embracing real play activities more frequently are societal pressures and restrictions around what being a ‘perfect parent’ looks like. In a world where time is poor, there is a need for more help to make it easier and simpler to embrace Real Play every day.”

The six-month Mamamia partnership includes a range of native content and social posts all supported by Mamamia editors including Jo Abi. The Real Play Experiment (attended by Abi) appears as a YouTube masthead as well as across Mamamia, and will be seeded out via Facebook and Unruly.  Banner assets will also appear on Mamamia and Kidspot.

Join the conversation here. www.omo.com.au/realplay

Agency Credits:

Client:  Unilever

Creative agency: J. Walter Thompson Sydney

Production company: Syndicate Films

Post production (grade and online): White Chocolate

Sound studio: Smith and Western

PR agency: Zing

Media agency: PHD