Unilever
Getting kids stuck into global change (and loving it) with Persil
If there’s one thing you should know about Creature & Co., it’s that we’re all about helping kids care about people and planet – whilst making it fun and exciting!
So, when the team at Unilever’s Dirt Is Good Project came to us with a mission to create a digital education programme that would get kids excited about the UN Sustainable Development Goals, our response was simple: Yes. Yes. YES. When can we start?
Empowering kids (and giving them something fun to do)
The 17 UN Sustainable Development Goals (or SDGs, for short) cover everything from ending poverty to tackling climate change. Big stuff. Important stuff. But also? A bit overwhelming – especially if you’re under 12.
That’s where we came in. Working closely with Dirt Is Good, we helped shape a programme that would break down these global challenges into something kids could actually do something about.
The goal: empower kids to feel like Changemakers, with the tools, confidence and curiosity to make a difference – while still having fun.
Lorem ipsum
Lorem ipsum
Lorem ipsum
Playful, practical and planet-positive
The result? The Dirt Is Good Academy – a bold new digital learning hub designed for kids aged 12 and under. We built the platform to be globally accessible, educational and above all, engaging.
Step 1: Meet your Changemaker self
Kids start by playing a quirky personality quiz to uncover their “Changemaker Type”.
Step 2: Enter the Mission Log
Once inside, kids explore a dashboard packed with bite-sized missions tackling real-world issues like biodiversity loss, food waste and poverty.
Step 3: Watch, learn and act
Every mission includes a mix of:
• Short, punchy intro videos
• “Fast facts” listicles with fun visuals
• Offline challenges like Start a Food Compost
All tracked in their own tickable checklist – so they can take action in their own time.
We also added gamified elements like custom avatars, bright visuals and a safe, feel-good tone throughout – because feeling hopeful and capable is half the battle.
Driving measurable change
8,000
users
17%
uplifts in kids’ awareness, knowledge & feelings of empowerment
13%
increase in kids’ propensity to act
1,000+
changemakers made!
The impact
From the start, we knew this programme needed to go beyond just awareness – it had to actually spark real action.
To track this, we built in:
• Before-and-after emoji ratings to capture kids’ feelings and confidence
• Mission completion data to show how many challenges they were ticking off
The Academy soft-launched in the UK in early 2021 and – within just four weeks – beat its registration targets, with over 700 sign-ups.
Better yet, it proved that kids can engage with tough global topics when they’re served up in the right way: empowering, practical and just the right amount of silly.
Following its success in the UK, we were thrilled to adapt the platform for the Thai market, bringing Changemaker energy to a whole new audience.
Interested in a changemaker academy for your brand? Check out our customisable platform!
Hear from our client
Nothing beats working with brilliant people on work that matters (and getting lovely feedback too).
Related Creature Case studies
Ready to partner?
Lorem ipsum dolor sit amet, consectetur adipiscing elit a gravida enim. Integer dui lectus, dictum id molestie nec.
