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Plastic Waste is Transformed into a Playground for Children
08 Apr 2022OMO is starting a kindness movement with its new project "It's Good to Get Dirty for Good", which focuses on the recycling of plastic waste. Within the scope of the project implemented in cooperation with Ümraniye, Üsküdar and Beykoz Municipalities and Active Life Association with the slogan "Change Will Not Happen Without You", plastics collected together with consumers and recycled for the good of the planet will be used in the production of playgrounds for children who do not have playgrounds in a city in Turkey. With the work it will do within the scope of the project, OMO aims to raise awareness about recycling, strengthen anxious children's belief in change and create behavioral change.
OMO continues its planet-friendly transformation journey in its products and packaging with its new purpose-oriented project "It's Good to Get Dirty for Good", which aims to mobilize consumers. With the project implemented with the slogan "Change cannot happen without you", OMO calls on everyone to take action for the good of the planet and recycle for change. OMO, which has been calling on parents to explore, experience and include dirt in their children's development with the "Dirt is Good" approach for nearly 20 years, adds a new layer to the approach with this project, based on children's concern about the problems facing the planet. The project was introduced with an online meeting moderated by actor Uraz Kaygılaroğlu, with the participation of Unilever Turkey Laundry Care Marketing Director Duygu Dal and Child and Adolescent Psychiatrist Yankı Yazgan.
Plastic accumulates for good, turns into a playground for children
OMO focuses on plastic waste, which is among the most important causes of the climate crisis and environmental pollution, in its "It's Good to Get Dirty for Good" project; It aims to re-introduce plastics into the cycle without turning into waste. Within the scope of the project, in cooperation with Ümraniye, Üsküdar and Beykoz municipalities, "OMO It's Good to Get Dirty for Good Recycling Boxes" are placed in front of primary and secondary schools in these districts, and the plastic waste accumulated in these boxes is separated and sent for recycling. Recycled plastics are turned into playgrounds for children who do not have a playground in a city in Turkey, in line with OMO's Getting Dirty Is Good approach, which has been drawing attention to the value of spending time outdoors for children's cognitive, mental and physical health for years. OMO thus aims to turn a step taken by children for the planet into a smile on the faces of other children. OMO, which aims to instill recycling habits in children and through them in adults within the scope of the project, is also planning video content for EBA TV and educational content together with the Active Life Association to increase awareness and knowledge on this subject.
9 out of 10 children care about nature and the well-being of others
According to the research conducted by OMO and Global Action Plan with children aged 7-18 in England and Turkey*, 9 out of 10 children care about nature and the well-being of others. When we look at Türkiye specifically, some of the prominent data are as follows:
- The most important value that children choose for themselves in both Turkey and England is "benevolence".
- 70 percent of children who are aware of the climate crisis facing our planet are worried about their future.
- While 75 percent of children between the ages of 7-10 think that others care about nature as much as they do, this rate drops to 14 percent by the ages of 16-18.
- 57 percent of children think that the adults around them do nothing about it. This situation causes children to think that adults, whom 48 percent see as role models, do not care about nature.
- As children grow older, they begin to prefer 'inaction', thinking that the good steps they take to protect the planet do not have an impact only with their own efforts.
- 7 out of 10 parents do not want their children to worry about the problems in the world, and more than half want to protect their children from these problems.
Change #NotWithoutYou
Unilever Turkey Laundry Care Marketing Director Duygu Dal said, "As OMO, we have been going through an environmentally friendly transformation in the content and packaging of our products for a while. Because our planet is the home of all of us and there are many things that each of us can do against the problems that threaten it today. The 'Getting Dirty for Good' project is a kindness movement that focuses on this perspective and adds a brand new dimension to the 'Dirt is Good' approach that we have adopted as OMO for nearly 20 years. Our research has shown that children and adults have a negative impact on nature." This shows that there is a perception that children do not care enough about the problems, which negatively affects their well-being and causes them to choose inaction as they get older. With the project It is Good to Get Dirty for Good, we call on everyone to roll up their sleeves and get dirty for the change that children want to see for their own future, we say 'change will not happen without you'. Together, we are starting a good movement for children by turning plastic into a playground for children. We believe that it gives us the opportunity to do good for a friend they do not know in another corner of our country and to show adults that they care about the future of children with concrete steps.” he said.
Child and Adolescent Psychiatrist Dr. Yankı Yazgan said, "Children have a very strong bond with nature, which is a very valuable source of knowledge and development for them and enables new discoveries. Therefore, the lack of protection of the planet and ecosystems as a vital independent cause children to worry about this issue. The main source of concern here is that they think that 'adults do not care about the Earth, nature and the people around them'. Even though parents adopt a protective attitude to prevent their children from worrying, children perceive this as 'not caring'. Their parents come first. "The inaction of other people weakens children's faith in change. They feel that they cannot talk about these issues, they are afraid of being silenced or excluded by their peers. All of these negatively affect their well-being in general. The most important thing to do to overcome these complex emotions is to talk to children about these issues and show them that we care with real and making a difference." he said.
Commercial Link: https://www.youtube.com/watch?v=JXPgNIPIUQY
*The research was conducted by Global Action Plan in February 2021 with 916 participants between the ages of 7-18 from Türkiye and England.
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