Omo

Remember when you were a child? You were free to explore, returning home covered in dirt and other stains that you wore like badges.

Dirt is good!

Although it might sound strange for a leading laundry brand like Omo to say this, we believe, that this type of dirt is good: it's an important part of a child's development. It's how kids learn, express their creativity and even bolster their immune systems.

Enabling everyone to realise their potential

Parenting expert Michael Grose says: "Constructive play is an essential part of fostering inquisitive and strong minds and playing outdoors and getting dirty is key to normal development."

Lack of exposure to this kind of experience may put some children at a disadvantage. Instead of playing outdoors many kids are spending their free time indoors. The greatest concern amongst child development experts is increased 'screen time' in the 4 to 6pm timeframe, traditionally the time when school-aged kids would once have been involved in outside play.