Let them learn campaign kicks off

Based on the philosophy that getting dirty and messy allows children to learn, socialize and become all-rounded, Unilever Sri Lanka announced the launch of the new communication campaign for its detergent brand Surf Excel, “Let Them Learn as Kids”. The campaign is geared at changing people’s attitudes towards dirt, highlighting that allowing children the freedom of getting dirty is necessary for growth and development.

Child development experts agree that children’s exploration and play promotes `experiential learning’. This cultivates their flexible adaptation to the world they will meet, their ability to appraise risks and to balance proper independence with social understanding. Parenting experts agree that constructive play is an essential part of fostering an inquisitive and strong mind and playing outdoors and getting dirty is key to normal development. Experts have found that such children grow into adulthood regretting not being allowed the opportunity of such exploratory play. Surf Excel’s platform of promoting play without the worry of dirt, is simply not a phrase but one that represents the core of the brand, supported by patent protected technology that gives children the freedom to get dirty, safe in the knowledge that Surf Excel will remove the most stubborn stains.

“Too many children here in Sri Lanka spend too much time indoors” said renowned child psychologist Mrs Shehan Perera who is supporting the campaign with Surf Excel. “The sedentary lifestyle is mainly due to overcautious parents worried about the child’s safety, as well as academic pressures. More and more kids spend time at tuition classes when they should be playing outdoors” she added.

“This is the rationale for us to educate and create awareness to mothers and the thinking behind the Let Them Learn as Kids campaign” said Unilever’s Brand Manager for Surf Excel, Shalini Seneviratne. “We hope that this campaign will empower mothers to allow their kids more play time, the lack of which is now a great concern among child development experts. The important message to get across is that a balance between academic and outdoor learning is key for the overall development of a child” she stressed. Child experts agree that young children need the stimulation of play to develop their physical abilities.

The outdoors in particular is one of the best play environments there is, with freedom to run, jump, skip and develop other motor skills and co-ordination that help keep children healthy. Interacting outdoors also helps them to learn and engage with their environment, master new skills and think creatively. When denied, such kids grow up regretting that their childhood did not gear them into coping with day to day minor issues and challenges. The “Let Them Learn as Kids” advertising campaign will run on print and TV and will be heavily supported by localized family events where children can enjoy playing freely with paint, sand pits etc and which will feature outdoor learning and fun. Surf Excel will be hosting a variety of workshops and events across all regions this year to drive the Let them learn as kids campaign and create awareness on the importance of experiential learning for children.