Dirt Is Good is a global initiative by Unilever designed to encourage children to play actively outdoors and help parents overcome the fear of dirt. Launched in 2004, this campaign is supported by well-known detergent brands like OMO, Persil, and Surf Excel, depending on the region.
The core mission of Dirt Is Good challenges the traditional negative perception of dirt. It promotes the idea that getting dirty through outdoor play is a natural and important part of childhood development. By encouraging kids to explore the world, learn through hands-on experiences, and build confidence, the campaign highlights that dirt is not something to avoid but to embrace.
This initiative supports numerous global programs, including partnerships with projects like Outdoor Classroom Day, which motivates children to spend more time outside. It also fosters youth social action by providing resources for young people to design and implement their own community projects, promoting social responsibility alongside fun and learning.
In 2025, Dirt Is Good launched innovative advertising efforts, such as transforming billboards in Istanbul into interactive play areas featuring slides, football goals, and basketball hoops. These installations inspire kids to engage in active outdoor games while reminding parents of the importance of outdoor activity for healthy child development.
Sustainability is a key focus of Dirt Is Good. Aligned with Unilever’s Clean Future strategy, the campaign promotes environmentally friendly products, such as biodegradable laundry capsules made with plant-based ingredients. These innovations help reduce carbon footprints and conserve energy by supporting cold and short wash cycles.
