Omo’s “Real Change” to lure 10m youths to act positively towards environment

09 / 10 / 2020

By Marwa Nassar - -

Omo‘s ‘Real Change’ campaign – which will go live in 40 markets over the next 12 months – is meant to encourage 10 million young people to act positively towards the environment.

The brand is partnering with schools and NGOs to educate kids on how they can use their compassion to act for good when it comes to society and the environment.

“We have a target of helping 10 million young people take positive action for a better world and are now working on how to make this a reality,” said Global Brand Equity Director Lesley Thorne. “This is about a change in society and looking beyond our business’s books.”

While hashtags and tweets play an important role in raising awareness of an issue, it takes more than pressing a button to instil real change.
Through the campaign, Omo is looking to engage millions of children in positive societal action.

Thorne said “Child development is, as always, at the core of the brand, but that development is now more than ever about taking action on the issues and causes they believe in.”

Omo’s ‘Dirt is Good’ initiative:

Omo has been keen to reach as many people as possible, especially young people, to educate them how to act positively towards the environment.
Omo has “Dirt is Good” (DiG) initiative in 2008 to promote the message that kids learn and develop by being out in nature and getting dirty. The ads showed one young protagonist experiencing the outside world and reaping the rewards of freedom and discovery.

In its various guises, ‘Dirt is Good’ is seen by 1.6 billion people a year. That’s a bigger reach than Instagram.
Omo is evolving its Dirt is Good (DiG) positioning to Dirt for Good. The aim is to better reflect the demands of a new generation and the actions it’s taking on the environment.

“Today’s kids are the changemaker generation,” says Tati Lindenberg, Home Care’s VP of Marketing. “They look at the world they are inheriting and they don’t like what they see. And the one issue that stands out above all others for them, is the future of our planet.
“They want to see – and be part of – real change. They want to take action on sustainability and climate change, because they know their future depends on it.”

How Omo is acting positively towards the planet:

Omo, also known as Persil, Skip, Breeze, Ala, Surf Excel and Rinso (depending on where you live in the world), is aiming to lead the way among mainstream detergent brands to be kinder to the planet.

The formulation now contains plant-based stain removers as the brand begins efforts to replace fossil fuel-derived ingredients (black carbon) with other sources, such as plant-based ingredients (green carbon).

Omo is also working to reduce its use of virgin plastic in packaging. It has made the most progress in this area so far in the UK, where all Persil packs are now made with 50% recycled plastic and are 100% recyclable.

This move is part of its wider Clean Future initiative – a ground-breaking innovation program that will fundamentally change the way its cleaning and laundry products are created, manufactured and packaged.