The Challenge
Dirt Is Good (known as Persil in the UK) is built on a long-standing belief that getting dirty is a sign of living fully. For over 20 years, the brand has championed the value of outdoor play in helping children develop confidence, resilience and independence. However, in the UK, this belief risked becoming less relevant. Parenting behaviors have shifted, with more time spent indoors and increasing screen times. As a result, outdoor play is declining, particularly among girls. Nearly six in ten parents (58%) played outside regularly as children, compared to just one in three girls today (33%). Girls are also 22% less likely than boys to be active outdoors outside school hours, with many disengaging from physical activity early. At the same time, women’s football has seen rapid cultural growth. Players are more visible than ever, with increased media coverage, major fixtures drawing large audiences, and national recognition moments shaping public conversation. There remains a disconnect. While success is celebrated at elite level, the early experiences that set kids up for success are often overlooked.
The Solution
“It Starts Outside” framed outside play as a gateway to future potential. The campaign centred on a simple truth: every great athlete starts outside. Yet many girls today are missing that starting point. Using print, we placed childhood images of Arsenal Women players into national and sports media environments typically reserved for elite performance. This created a direct visual link between early outdoor play and later success. The challenge was to make a long-term societal issue feel immediate and relevant. Rather than relying on abstract messaging, the work used real players and real beginnings to make the point tangible. By showing where success actually starts, the campaign encouraged parents to reconsider everyday choices around play, positioning outdoor time not as optional, but as foundational.
