The scheme, 'Get Creative with Persil', launches next month. It will encourage parents and teachers to collect on-pack tokens called 'Persil Stars' and exchange them for art and crafts products from a Persil-branded catalogue.
An online campaign by Unilever's lead digital planning agency Zentropy breaks next week and the initiative will also be supported by TV and press ads through J Walter Thompson.
Lever Faberge spotted a cause-related marketing opportunity in the art and crafts market, following on from Tesco's and Walkers' renowned support for computers and books for schools respectively.
According to The Artwork Survey, the average infant school pupil receive £1.18 a year for art and crafts while junior school kids get £1.29.
Lever Faberge has also struck a deal with News International so that all schools participating in 'Get Creative' will carry a Persil Star logo in forthcoming The Sunday Times school league tables.
Persil is the UK's leading soap powder brand ahead of Ariel and Bold.
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