According to a survey carried out by Persil for the ad campaign, 74 per cent of children in the UK play outside for less than an hour a day.
The finding is from research carried out by One Poll of 1,000 parents and 1,000 children aged six to 11.
The ad has been posted on social media is part of the detergent manufacturer’s longstanding initiative ‘Dirt is good’, which has been encouraging children to spend more time playing outside for nearly a decade.
The post on Facebook says, ‘Who spends more time outside, a child… or a maximum-security prisoner? UK kids spend less free time outdoors than maximum security prisoners. It’s time to free them. This video looks inside the minds of prison inmates to find out exactly how much their outdoor time means to them.’
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