Jail Kids


We don’t know what it is going outside alone. We are always under adult surveillance. We can not trust strangers. We are not street smart. Our parents feel guilty and we are becoming increasingly sedentary.


Kids nowadays are being rised like prisioners. They are not allowed to go out without adult supervision. All their activities are controlled under strict schedules. Unilever detergent brands (Persil, etc) pull from that thread to discover this huge insight and develop their global campaign FREE THE KIDS and DIRT IS GOOD, both oriented to parents of the jail kids with a strong message: let them out to play.

jail kids - persil unilever dirt is good



When parents go to a mall, instead of having their kids forced to go shopping with them, they can go to Piccolo Mondo, leave their kids there, and then come back after shopping. Both parents and kids get in retribution a “time of quality on their own”. Kids are always under surveillance, in a very safe place, playing along with other kids.

jail kids - piccolo mondo



In this Distrust Culture we live in, parents won’t let their kids run free, nor even while in a park, unless absolutely sure of the situation. But now, with My Buddy Tag, they can let them run “free”, or at least have the sense of. My Buddy Tag is a wrist-watch-like device for kids, that sends a signal to their parent’s smartphone whenever they go out of a predetermined distance (the circle of trust).

jail kids - my buddy tag



Schools in northern Europe (Denmark, Germany, Netherlands, Sweden, etc) are starting to go Back to the Roots. Some new schools are outside in the woods and let kids go wild, as it is meant to be: kids being kids.

jail kids - kids gone wild



With the progressive formal incorporation of women in the workforce at growing cities, the duties of taking care of the youngest made it an almost impossible task for many. So they had to go creative. On the left, a “sun cage” to install at the window of your apartment so your kids may “go outside to take sun and fresh air” as doctors recommend (USA 1937). On the right, during The Great Depression many families were unable to feed their children, so kids were on sale, not as slaves, but as servants (USA 1929).

jail kids - the past was better



Click here to navigate our list of Behavioral Trends for value creation, full of insights and needstates, written from a human-centered perspective by our partner Andrea Lobo.


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