For three years, we’ve partnered with Dirt is Good (DiG) to bring to life their purposeful commitment to preserving childhood, elevate the positive social impact that can be generated when children are able to play and showcase the brand’s efforts to restore Real Play worldwide.

Our brief has been to continue to grow the authenticity and integrity of DiG’s purpose work, as well as raising awareness, driving sign-ups and connecting the brand to Outdoor Classroom Day, a global campaign to inspire and celebrate outdoor learning and play.

When you’re a child, playing and getting dirty is crucial for personal development. Edelman Intelligence found that 74 percent of children spend less time outdoors than the 60 minutes recommended for prison inmates.