May 30, 2002
Here's another. Dear Parent/Guardian,
We would like your help with a school Science project.(signed) Dr W F Dennison, University of Newcastle.
Your child recently took part in a lesson on washing detergents... the teacher demonstrated how a tablet can remove a stain.
An important part of the project is to assist your child in completing a Home Washing Chart. The purpose of the Chart is to help your child learn more about collecting evidence and handling data... factors such as: ... the washing detergent used - powder, liquid, tablet, product; the temperature of the washes.
P.S. There is even a sample of Ariel for you to try at home in your wash. Just drop it in your drawer!
On the reverse of this leaflet, the "home experiment instructions": cleaning tomato sauce off a fabric. After point 5 ("Observe what happens to the stain..."), is point 5b or something: "Imagine what Ariel can do in a washing machine".
This leaflet is part of the "Pupil Homework Kit" - supplied by Procter & Gamble to the school - which also includes a form to record your family's washing behaviour. "Supporting education", but also collecting data ("all data will be given complete anonymity", of course) which goes to P&G. I honestly doubt they have much interest in the data; much more in having parents and children experience their brand in the context of homework.
It's not quite as nasty as Nike. At least the kids don't spend hundreds of pounds on Ariel - yet. But I have a couple of questions for Dr. Dennison:
- Did the University of Newcastle sponsor this? Or were you paid by P&G?
- What's being done with the data? Are there scientific studies? Will the results be published?
- What do the schools get from this? Why not encourage the kids to actually learn something about making soap?
- As head of the department of education at the university, don't you have any concerns about the encroachment of "brand experience" into the curriculum?
So, tomorrow I'll expect his call.
Dr Bill Dennison
Head of Department
Department of Education
University of Newcastle upon Tyne
Newcastle upon Tyne
NE1 7RUEmail: W.F.Dennison@ncl.ac.uk
Tel: +44 (0) 191 222 8692
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