Story:
Sudocrem, a trusted household name for over 90 years, launched a new campaign led by educational YouTuber Maddie Moate to inspire families to prioritise outdoor play despite the growing presence of technology. The campaign, “The Great Indoors,” addressed how a large proportion of parents lack confidence in playing outside with their children, while children continue to show a strong preference for outdoor activities.
Challenge:
- Confidence Gap: Only 13% of UK parents feel confident engaging in outdoor play with their children, with many opting for screen time and indoor activities due to concerns over safety, creativity, or lack of time.
- Screen Time vs. Outdoor Play: Despite 71% of children showing a preference for playing outdoors, many are expected to spend more time in front of screens, averaging three hours a day on video games or other digital activities.
- Parental Concerns: Parents cited distractions from technology (35%) and concerns over injuries (30%) as reasons for avoiding outdoor play. Additionally, 44% admitted they struggled to come up with creative ideas for outdoor activities.
Key Statistics:
- Outdoor Play Preferences: 71% of children prefer outdoor play, but they spend an average of three hours a day on screens versus 2.5 hours outdoors.
- Parent Engagement: 45% of parents spend less than an hour a day playing with their children, with 59% spending less than an hour on outdoor activities.
- Barriers to Outdoor Play: 44% of parents lack creative ideas for outdoor activities, 35% are distracted by technology, and 30% are concerned about safety.
Action:
- Campaign Launch: Sudocrem partnered with Maddie Moate to encourage parents to embrace outdoor play with their children through simple, imaginative activities. The campaign aimed to give parents the confidence to make outdoor play part of their family routines, despite time constraints or safety concerns.
- Media Engagement: Maddie Moate shared her tips for outdoor play across a variety of media platforms, including radio interviews and social media, where she inspired parents with ideas like turning everyday activities into playful moments or using simple tools like buckets of water and paintbrushes for creative outdoor fun.
- Educational Content: The campaign offered parents practical advice on how to overcome the barriers to outdoor play, from making time for outdoor activities to preparing for different weather conditions. It also stressed the developmental benefits of outdoor play for children, including improved mood, increased physical activity, and stronger family bonds.
Results:
- Media Hits: The campaign achieved 175 media opportunities, reaching a total audience of 54.46 million across the UK. Maddie Moate’s interviews on stations like BBC Norfolk, BBC Gloucester, and UCB helped spread the message, while social media channels provided further reach and engagement.
- Radio Coverage: Key stations including BBC Somerset, BBC Bristol, and Greatest Hits Radio amplified the campaign’s message. Maddie Moate’s interviews offered simple, actionable advice for parents looking to engage in outdoor play, sparking conversations among listeners about the importance of reconnecting with nature.
- Social Media Impact: The campaign saw significant engagement across social media platforms, where parents shared their own experiences and ideas for outdoor play. Maddie Moate’s tips on how to make outdoor time more accessible and fun for families were widely shared and discussed.
- Public Engagement: Parents expressed strong interest in making outdoor play a priority for their children, with many sharing positive feedback about the practical, easy-to-implement tips. The campaign’s focus on creating lasting outdoor memories resonated with families who wanted to balance screen time with more active, outdoor experiences.
- Increased Awareness: The campaign successfully raised awareness about the benefits of outdoor play for children’s physical and mental wellbeing. Many parents were inspired to carve out more time for outdoor activities, understanding the role it plays in their children’s development and the strengthening of family relationships.
Key Takeaways:
- Closing the Confidence Gap: The campaign empowered parents to feel more confident in engaging in outdoor play with their children. By providing simple ideas and practical tips, Sudocrem and Maddie Moate helped families overcome the barriers to outdoor activities, including lack of creativity or concerns over safety.
- Balancing Screen Time: Despite the prevalence of screens in daily life, the campaign encouraged parents to find a balance between digital entertainment and outdoor adventures, promoting healthier lifestyles for children.
- Positive Developmental Benefits: The research and campaign highlighted the numerous benefits of outdoor play, from reducing screen time to improving children’s moods and physical health. Sudocrem helped families rediscover the joy and value of spending time outdoors together.
