When children play, their imagination lets them conjure up just about anything from their surroundings – from turning a cardboard box into a rocket ship or an obstacle course into the slopes of an erupting volcano.
74% of children in the UK get outdoors for less than an hour a day – far less than the recommended daily outdoor time for prisoners, and even less than the average pensioner. This is the headline stat from market research conducted by Edelman Berland for the Unilever Dirt is Good campaign. It was a global piece of market research, and you won’t be surprised that out of the ten countries surveyed, the UK came out worst.
This blog is specifically about how I’ve got involved in this particular campaign and why I think it is important. I hope you do too.