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OMO's 'Book of Dirt' Encourages Kids to Get Outside and Get Messy

 - Aug 8, 2018
References: persil & prexamples
Unilever detergent brand OMO (also known as Persil in other markets) created the 'Book of Dirt' as a fun way to get kids away from technology and encourage outdoor play. The book, dubbed the 'Tale of Spots and Stripes,' was created with a special ink formula that only reveals its tale once it has been properly smeared with dirt.

The unique storybook tells kids about unity through a story that stars a leopard cub and a tiger cub that roll around in the mud and begin to look like one another.

This campaign plays into the ongoing 'Dirt is Good' initiative, which aims to encourage outdoor play over excessive staring at screens. As such, these books are being distributed to various schools across South Africa.