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Good Academy

Persil: The Dirt Is
Good Academy

Persil’s Dirt Is Good Project set us a challenge: create a digital education programme that aligns with the UN Sustainable Development Goals to inspire behaviour change in kids.


The Dirt Is Good Project aims to galvanise a generation of children into taking action on some of the world’s biggest issues. The content needed to be globally-translatable, educational, and most importantly, fun.

What we did

We created The Dirt Is Good Academy! The Academy is a brand-new educational programme which aims to create real, positive change among its target audience of children aged 12 and under. Brought to you by the Dirt Is Good Project, this digital-first programme is Persil’s prime home-learning education initiative – equipping kids with the knowledge and know-how to help tackle some of the world’s biggest issues.


Brought to life with engaging visuals, gamification and customisable avatars, this programme is an engaging, fun and genuinely useful tool for any young person looking to make the world a better place.

On entry to the programme, users are invited to play a quirky game that determines their ‘Changemaker personality type’. Users move through a series of hypothetical scenarios and are asked to choose their compassionate response. Once awarded with their Changemaker type, matching avatar and a greater understanding of why compassion is the fuel needed for positive change, they’re enrolled into the Dirt Is Good Academy (with their parental consent).


Aligned with the UN Sustainable Development Goals (SDG’s), users access a set of themed ‘Missions’ from their very own ‘Mission Log’ dashboard. Within each Mission, they can learn about world issues such as climate change, poverty and biodiversity loss, all broken down into digestible chunks.

Each Topic provides users with engaging facts on each subject, plus hands-on, actionable tasks they can do to help make a difference. The programme is a safe space for like‐minded compassionate young people, designed to lift and empower them to take action for good.

The user journey, explained:

Each Topic is broken down into a series of learning stages: learn, act, reflect, reward.

Our aim is to educate kids on these Topics in a way that’s positive, inspiring and empowering, so content is balanced to convey the extent of the issue, the possible solutions and highlights how they, themselves, can be part of the solution.

Short, snappy intro videos start the learning journey for each Topic. Next, users build up to a listicle of ten ‘fast facts’ – accompanied by engaging imagery.

Watch a virtual tour of the Dirt Is Good Academy in the video, above!

Armed with the knowledge from the video and listicle, users are then presented with a ‘Challenge’. These are offline, hands-on tasks such as ‘Start A Food Compost’ – where users are encouraged to take action against food waste and the consequences of intensive farming. Challenges are stored in their Mission Log dashboard as a tickable list, for them to complete in their own time.

To help ensure knowledge retention, each Topic ends with a puzzle, to test what users have learned in a fun, gamified way. And finally, users are rewarded for their efforts with a Skills Badge to signify a completed Topic and celebrate their new-ofund knowledge! Badges are stored on their dashboard to show how far they’ve come!

A huge part of this brief was measurement – how can we prove the programme effectively creates Changemakers in the real world? We use a pre and post-topic emoji-style rating system to measure kids’ propensity to act before and after engagement in the content, and we measure the amount of ‘Challenges’ being ticked as complete.


This programme soft-launched in the U.K. in February 2021 and in its first 4-weeks, attracted over 700 registrants – this figure smashed our initial targets as the programme amplification has yet to launch!


STRATEGY: Education, Creative, Purpose.
INSIGHTS: Content research & verification, Consumer research.
CONTENT: Creation.
PLATFORMS: Games, Website.


GOAL 1: No Poverty
GOAL 2: Zero Hunger
GOAL 3: Good Health & Wellbeing
GOAL 4: Quality Education
GOAL 5: Gender Equality
GOAL 6: Clean Water & Sanitation
GOAL 7: Affordable & Clean Energy
GOAL 10: Reduced Inequalities
GOAL 11: Sustainable Cities & Communities.
GOAL 12: Responsible Consumption Production
GOAL 13: Climate Action
GOAL 14: Life Below Water
GOAL 15: Life On Land
GOAL 16: Peace, Justice & Strong Institutions


Check it out for yourself, here (sign-up required).

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