The Future of Mobile

Persil and Sky Nature partner for Changemakers films encouraging social and environmental action

David Murphy

Unilever detergent brand Persil and Sky Nature have launched a short film series called ‘Changemakers’, which aims to inspire young people to take action on the social and environmental issues they care about. The series, fronted by Ashley Banjo, is part of Persil’s ‘Dirt Is Good Project’, which aims to unite young people who want to help create a better world.

The short film series will be hosted on Sky Nature, while three 30-second TV ads, shown across all Sky-owned channels until the end of August, will encourage viewers to watch the series’ full-length episodes on Video on Demand (VOD) and Short Form VOD, which includes Sky’s YouTube channels.

Each film is told from the perspective of a young person. Ashley Banjo shows that taking simple actions on environmental issues can make a big difference to individuals and their communities. The series aims to showcase the range of different causes that young people can get involved with. The first creative shows young changemaker, 13-year-old Will, express his passion for wildlife as he shares the actions he is taking to help prevent the loss of our natural spaces

The series was inspired by recent research conducted by Persil that found the reason young people aren’t fighting for causes they believe in is not because they don’t care, but because they think no one else does. The Persil “Changemaker series” with Sky Nature and AdSmart from Sky, is launching to inspire young people to start taking action together and recognise that many others share their values

“Children today have many real fears about the world they are growing up in and they feel alone when dealing with this anxiety,” said Banjo. “But when young people take action on issues they care about, this has a positive impact on their mental well being and helps to overcome the fears about the world they are growing up in.”

Using AdSmart’s audience data, Persil has identified the most relevant audience for the campaign, targeting households who show eco-friendly behaviours, such as an enthusiasm for recycling. As well as targeting this audience, it also aims to convert others into making conscious environmental decisions and taking action accordingly. With this audience tactically identified for targeting, the campaign will run across a clean sweep of Sky Media wholly-owned channels, all presented together by Sky Nature.

“Persil has always supported parents on their journey of raising children, no matter how messy the process,” said Persil Marketing Manager, Karen Lewis. “We know that young children want to take action on the social and environmental issues they care about, and our role is to inspire families to act on the issues which are important to them. So whether a big or small step, one taken in the home or in their community, we want to encourage young people to roll up their sleeves and be ‘changemakers’. Not only is this beneficial to children’s mental wellbeing, but we know that by taking action together we can have a bigger impact on the world around us.”

Persil recently announced the launch of its new liquid formulation in packaging that is 100 per cent recyclable, made using recycled plastic, and is boosted with plant-based stain removers and biodegradable ingredients. The re-launch is part of Unilever’s new ‘Clean Future’ strategy and ambition to eliminate fossil fuels in its cleaning and laundry formulations by 2030, replacing them with 100 per cent renewable or recycled carbon. 

Persil and Sky Nature’s campaign was created by Sky Media Creative Solutions and produced by Recipe. It runs from today until 31 August 2021.