Our campaign encouraged mums to reflect on one of the most emotive milestones in a child’s development, reinforcing Persil and UNICEF’s mission to help give 10 million children access to a quality education.


A key insight was that mums reappraise and become loyal to laundry brands at three pivotal moments in their child’s development, one of these being when they start school. Mums the world over mark this occasion by sharing photos and feelings online. This was a conversation we could join.


We made two documentary style films, one set in an un-pacified favela in Rio and the other Mumbai slum. The films are entirely unscripted and used no actors. In both films we follow a mum and her child on their actual first day of school - understanding their hopes for their children and why education is important for their future.