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Swiffer and Sarah Michelle Gellar Encourage Parents to Say “YES!” to the Mess in an Effort to Foster Children’s Creativity and Independence

February 4, 2016 7:00 AM EST

The majority of parents have said no to their kids’ requests because of the mess it could make

CINCINNATI--(BUSINESS WIRE)-- Every parent knows that children throw themselves wholeheartedly into exploring the world around them without concern for the mess they create. And many successful career professionals attest that these creative and educational moments can lead to a child’s future occupational success. However, according to the second annual Swiffer Cleaning Index, while the majority of parents (72 percent) feel that letting kids make a mess helps encourage their creativity, nearly all (95 percent) have said “no” to their kids’ requests because of the mess it could make1.

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Sarah Michelle Gellar joins Swiffer as program ambassador for its "Yes to the Mess" event, Wednesday, Feb. 3, 2016, in New York, where kids were encouraged to take part in messy activities that parents typically say "no" to. (Photo by Diane Bondareff/Invision for Swiffer/AP Images)

That’s why Swiffer is urging parents to start saying “yes!” to the mess and embrace these precious opportunities to learn and grow their children’s imagination, even when it means a sticky floor afterwards. With Swiffer, they’re able to get their home real clean, real fast.

Actress, entrepreneur and mom of two, Sarah Michelle Gellar, spearheaded the effort by hosting a “Yes to the Mess” event today in New York City, which featured a bevy of untidy, but educational, activities that parents would usually say “no” to. From science projects to baking, local parents and their kids participated and delighted in the enriching, interactive and messy creation stations.

“I believe that while kids are born with a natural instinct towards creativity – it is still a skill that parents need to continually foster. My two kids work on fine and gross motor skills, math, science, vocabulary and more through baking, and their resulting smiles light up my day,” said Gellar. “That’s why I don’t mind having to clean up the cake batter and crumbs on my floors afterwards. And with Swiffer, I can enjoy saying 'yes' more often because I am able to get a thorough clean in minutes while indulging my kids' sense of discovery and exploration. Not to mention I truly believe creativity is the road to invention.”

Alongside Gellar at the event were several successful professionals representing a variety of industries, including Chef and Founder of The Creative Kitchen and Kids Food Festival, Cricket Azima, Tough Mudder’s Senior Vice President of Marketing, Jesse Bull, and Robofun’s Founder and CEO, Laura Allen. Each person shared their personal point of view on the positive benefits of mess-making.

“As a chef specializing in cooking for, and with, children, I give a kid an egg and step back. We make messes. We define mess,” said Azima. “And as a parent, I know that sometimes it’s just easier to say ‘no’ and avoid having to deal with clean up duty. But these moments open the door to such great learning opportunities, and with Swiffer you don’t have to worry. You can say ‘yes’ to the mess and then get real clean, real fast!”

For more information and to learn more about the Swiffer family of products, visit Swiffer.com or facebook.com/Swiffer. Parents are invited to share their own experience with @Swiffer using #YesToTheMess.

1 Methodological Notes: The Swiffer Cleaning Index Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 U.S. adults ages 18+, plus oversample up to 1,000 parents with children in the home, between October 7th and October 20th, 2015, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. adult population.

ABOUT SWIFFER®

In 1999, Swiffer made its debut and soon established itself as both a pioneer in the cleaning systems category and a pop culture icon. Swiffer products have starred on “Saturday Night Live,” have been featured in Hollywood blockbusters and have graced the cover of Rolling Stone. With the support of Swiffer fans around the world, Swiffer has built a family of distinctive products built smarter than traditional cleaning tools. Today, Swiffer® Sweeper, Swiffer® Sweeper X-Large, Swiffer® Sweep+Vac®, Swiffer Sweep & Trap, Swiffer® WetJet®, Swiffer® Dusters®, Swiffer® 360° Dusters, Swiffer® Dusters Extender, Swiffer® Dust and Shine and Swiffer® Steamboost® are used in more than 50 million households worldwide and continue to revolutionize the way people clean.

ABOUT PROCTER & GAMBLE

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.

Procter & Gamble
Julia LaFeldt, 513-983-2663
[email protected]
or
Citizen Relations
Jamie Lorenz, 212-613-4950
[email protected]

Source: Procter & Gamble



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