Dirt Is Good Transforms Billboards into Play Spaces to Get Kids 'Out of Home'

Unilever's 'Dirt Is Good' announces the launch of its innovative 'Out of Home' campaign in Türkiye, designed as a reminder to get kids playing 'out of home' rather than indoors and on screens. This initiative aims to highlight the importance of outdoor play and sport amongst children – helping them grow, build resilience, and discover the world around them – by converting urban advertising spaces into interactive play zones.

The campaign features three large-scale out-of-home activations across Istanbul, each designed to inspire children to rediscover the joy of outdoor play and sport. A towering slide has been built into one billboard, transforming an everyday advertising space into an exhilarating experience for kids. Another installation features a football goal incorporated into a wall-mounted structure, encouraging friendly competition and active play. Additionally, a basketball court has been creatively designed in an inviting space, encouraging kids to organise a pickup game together and shoot hoops.

Alper Çapar, Unilever's head of home care marketing for Türkiye, emphasised the campaign's significance: “At OMO, we believe that every child deserves the opportunity and inspiration to explore and learn through play – it’s a vital part of learning and development. By transforming our most populous city’s billboards into interactive play zones, we're creating new opportunities for children to engage and explore, reminding everyone of the importance of outdoor play.”

Children's engagement in outdoor activities has markedly decreased worldwide, with children’s time spent playing outdoors having decreased by 50 per cent in one generation. This trend has profound implications for children's physical, emotional, cognitive, and social development.

Tati Lindenberg, chief brand officer of Dirt Is Good and head of Unilever Fabric Cleaning (SVP) said, “At Dirt Is Good, we’ve always believed in the power of outdoor play and sport for people to dream, dare, learn, and grow. But today, rapid urbanisation and the prevalence of technology has left children and parents spending more time inside on screens than outdoors getting dirty. With our ‘Out of Home’ campaign in Istanbul, we’re reimagining open spaces to bring joy back to the outdoors and remind families that every messy moment is worth embracing.’

The 'Out of Home' billboards will be available until 15th March 2025.