Entitled Free the Kids, this clever and highly emotive ad is part of the brand’s #DirtIsGood campaign. It uses the bleak images of the prison – a place where no parent would want their child to ever be – to drive home the socially conscious message that on average chil-dren only go outside for one hour a day, less than high security convicts. The disturbing statistic comes from research of more than 12,000 parents of children aged between five and 12 in 10 countries.

When asked how the prisoners would feel if their yard time was reduced to just an hour a day, one says replies: “It would be torture.” These is widespread astonishment that this is all the average child spends outside.

It’s hard to imagine how the team managed to film the ad for this, not because it needed millions spent on special effects, but because it is probably not high on any producer’s lo-cation list.

The press advertisement shifts the campaign into the home, yet remains powerful with its stark statistic, simply communicated.

It’s hard do believe that any parent feel would not feel at least little uncomfortable on see-ing this campaign. I for one had a reality check: “Oh god! My children spent less time out-side last weekend than a prisoner.”

I didn’t just feel guilty, I felt sick. I didn’t feel a sense of negativity towards the brand for this sentiment, I felt empowered.

Brands that deliver relevant socially conscious messages in the right way gain a real edge. These are the generous brands; the ones that are not using a channel to merely entice a transaction. Pampers Parenting Institute and the Lego Foundation are other sound examples.

A few years ago, I was lucky enough to execute the experiential arm of a similar campaign for Pampers. Pampers partnered with Britax and ROSPA to challenge parents to check that their children’s car seats were correctly fitted. Research revealed 70% were not. Results of live checks during our nationwide roadshow concurred. It was a powerful message from the off, even more so in the live environment when face-to-face with a parent who has been driving their child around in an unsafe car seat.

Taking a socially conscious approach like this requires carefully thought and planning brands, to ensure it does not appear gratuitous and that they are simply cashing in. Done

in the right way, however, this trend is aligned with the demands of consumers, who in-creasingly what their brands to make a positive impact on society and the environment.

By Lou Garrod, Deputy Managing Director at real world marketing agency Sense