Free the Kids

Dirt Is Good had long been a distinctive and powerful brand platform. But changing lifestyles meant its message was becoming less relevant, requiring a new way to prove that outdoor play matters more than ever.

As children's lives became increasingly shaped by screens, safety concerns, packed schedules, and academic pressure, the Dirt Is Good message was losing relevance and impact. At the same time, research among 12,000 parents revealed a growing crisis: children were spending less time outdoors than ever before. The brand needed to reignite its purpose and make society care again.

Launched Free the Kids, a provocative global movement built around a powerful prison comparison to spark public debate. The campaign combined a documentary film, influencer advocacy led by Sir Ken Robinson, NGO partnerships, government and educator engagement, a digital activity platform, and participation initiatives like Outdoor Classroom Day.

The campaign delivered strong business results while reigniting the relevance of the Dirt Is Good platform. Brand conviction increased by 8%, driving a 2.1% uplift in value sales and a 13bps gain in market share. At the same time, the campaign generated significant awareness and engagement, earning 100M+ impressions in its first month, more than 2M YouTube views, and making #DirtIsGood trend on Twitter. Beyond communications, the movement created real-world impact. 51 countries participated in Outdoor Classroom Day, helping reach more than 350,000 children through outdoor learning experiences and reinforcing the campaign's mission to get kids back outside.