Let's play and get totally dirty! "Get Dirty Day" Establishment Event
In 2017, Kao Corporation commemorated the 30th anniversary of its laundry detergent "Attack" by launching various initiatives under the theme "Get Dirty."
As part of this, April 5th was designated as "Get Dirty Day," a commemorative day encouraging children to "play and get thoroughly dirty," playing on the word "dirty" (yogosou). The day was officially registered and recognized by the Japan Anniversary Association after application.
In response, the inaugural event was held on this day at Futakotamagawa Rise Galleria in Setagaya Ward, Tokyo. The event featured a workshop with children from the supporting nursery school "Lohas Kids Center Clover" and a ceremony to present the official anniversary registration certificate.
The children joined artist JUN INOUE to paint a giant canvas set up at the venue under the theme "Let's Create Spring Together." They freely painted with brushes, hands, and fingers, using colors of their choice. Covered head to toe in paint, their hands and faces splattered, they beamed with genuine joy. The finished work featured warm tones, mirroring the spring-like weather that day.
Masahiko Fujii, Senior Marketer for Kao's Fabric Care Business Group, explained, "For 30 years, Attack has continuously improved and challenged itself to enhance cleaning power. This time, we launched the project hoping people of all ages—from children to adults—would immerse themselves in something without worrying about getting dirty." He stated the goal of "Get Dirty Day" is to provide opportunities for people to play freely and get thoroughly messy. The website "Yogosou.com" ( https://yogoso.com/ ) features numerous contents to help people experience the joy of getting dirty, including related videos, the "World's Yogosou Festival," and messages from people challenging themselves while embracing dirt.
On stage, after Mr. Kase Kiyoshi, Representative Director of the Japan Anniversary Association, presented Mr. Fujii with the commemorative date registration certificate, a talk session was held featuring Professor Emeritus Koga Yoshihiko of Kyorin University and Mr. Sekido Hiroki of the Japan Adventure Playground Association. They emphasized the importance of play, stating, "Playing with vitality is essential for children's development," and "Becoming engrossed is important and good for brain development." Mr. Sekido stated, "Today's workshop was excellent. I hope parents will let their children play freely without worrying about getting dirty." Professor Koga added, "Among the three 'R's children need – Rest, Relaxation, and Recreation – Recreation is the most important."
Standing before the children's painted artwork, Mr. INOUE remarked, "I felt the children's powerful energy and their high potential. I'd be delighted if this kind of play stimulates them." Ms. Nakata Aya, the nursery's director, added, "At our nursery, we assume they'll get dirty and let them play after changing clothes. Playing to their hearts' content helps them develop self-judgment, which contributes to healthy growth. We plan to utilize today's artwork in various settings."
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