Children are spending more time indoors than outside and they are missing out on exploring the natural world around them. In fact, research found that 1 in 9 British children have not visited a beach, park or forest in twelve months, and on average, a British child only spends 4 hours a week playing in the great outdoors.1
This is why Sudocrem set up the award-winning Play More campaign, an initiative designed to encourage parents and children to get back in touch with nature and explore the greatest playground on earth- the outdoors. As part of the campaign, Sudocrem carried out a survey which asked 200 children between the ages of 4 to 8 years old to identify some of the creepy crawlies in Britain. The survey revealed that 9 out of 10 children (89%) were unable to recognise a butterfly even though there is an abundance of native British insects, with around 27,000 insect species calling the UK home. Moreover, 51% didn’t know what a Bumblebee looks like. And, surprisingly, 1 in 3 (29%) didn’t realise that bees make honey.2
Children are not only unable to identify some of the most distinctive insects, but they are also missing out on the adventure which comes with playing outside in a natural environment. Over half of those surveyed (59%) admitted that they had never climbed a tree, 89% didn’t know what a Buttercup was and 77% couldn’t identify a Sunflower. Are children losing their sense of wonder and adventure?
According to children’s TV presenter and naturalist, Chris Packham, who’s an ambassador for Play More, parents should be encouraging their children to get outside and explore the natural environment around them. “I was very fortunate when I was a child because I was encouraged to interact with the outdoors- looking under rocks and searching under logs and hedges to find creepy crawlies. If you just open your eyes, you’ll see that there is an incredible natural world out there waiting to be discovered”.
Sudocrem’s Brand Manager, Georgina Fotopoulou said, “Outdoor play is important and whilst children might scrape their knees and elbows, it is an important part of a child’s learning and development process. We’ve been healing skin for generations and we’re proud to promote the spirit of adventure with Play More.”
Photo: Chris Packham, the campaign's ambassador, shows the children how to make a Bug Hotel and explains the importance of outdoor play.
1. According to a government report, ‘MENE: A pilot for an indicator of visits to the natural environment by children- results from years 1 to 2 (March 2013-February 2015)’.
2. National report conducted by Sudocrem, April 2018.
RRP for Sudocrem Antiseptic Healing Cream: 60g, £2.49; 125g, £3.69; 250g, £6.29; 400g, £8.99. Available in Boots, Tesco, Sainsbury’s, Superdrug, Savers, Asda, Morrisons and independent pharmacies.
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About Teva UK Limited:
Teva UK Limited is one of the UK’s top ten pharmaceutical manufacturers, with a presence in the generics, over-the-counter, branded respiratory, central nervous system and hospitals markets. The company is part of Teva Pharmaceutical Industries Ltd. For more information, visit www.tevauk.com.
Teva Pharmaceutical Industries Ltd. (NYSE and TASE: TEVA) is a leading global pharmaceutical company that delivers high-quality, patient-centric healthcare solutions used by millions of patients every day. Headquartered in Israel, Teva is the world’s largest generic medicines producer, leveraging its portfolio of more than 1,800 molecules to produce a wide range of generic products in nearly every therapeutic area. In specialty medicines, Teva has a world-leading position in innovative treatments for disorders of the central nervous system, including pain, as well as a strong portfolio of respiratory products. Teva integrates its generics and specialty capabilities in its global research and development division to create new ways of addressing unmet patient needs by combining drug development capabilities with devices, services and technologies. Teva's net revenues in 2017 were $22.4 billion. For more information, visit www.tevapharm.com.
Date of preparation: May 2018