Project started with a crowd sourcing phase on Facebook. We asked mums to send pictures of their kids playing in the dirt. For each photo OMO put 1 turkish lira into the playground fund. Then, to drive engagement, and say thank you, we staged the world's first live Facebook concert with Gulben Ergen – a famous singer, mum and social media maven with 1.4m followers. Afterwards, all the photos were put into a real life gallery. And of course, we built the playgrounds.

The live facebook concert, a world first, was watched by more than 300,000 people from 10 different countries, creating 26,000 tweets and huge social buzz. The whole campaign generated more than US$1m -worth of PR value and Turkish mums and OMO built a fund of more than US$100,000 that all went to building playgrounds. So kids could get dirty. Safely. And who can put a price on the value of that?