Who spends more time outside, a child or a maximum-security prisoner?
Children spend less time outside than prisoners in maximum security jails, according to a new campaign from Persil that features interviews with convicts.
The new ad, created by MullenLowe London, opens on a US prison with inmates discussing how important their outside time is to them.
The interviewer then asks how the prisoners would feel if their two-hours yard time was reduced to just one hour per day, before explaining how much time the average child now spends playing outside each day.
The camera shows the shock reactions from prisoners, with one saying “its torture” and another saying “it’s depressing”.
The film, called 'Free the Kids', will run online and in cinemas as part of a campaign being promoted in the UK, Brazil and Turkey. The ad will also be promoted through Twitter’s Moments function.
