Unilever’s Breeze laundry detergent has collaborated with MullenLowe Singapore to launch a campaign calling on Singaporean parents to curb their children’s use of electronic devices and encourage them to spend more time outdoors.
Recent studies have found that Singaporean children spend about 5 hours a day online and in contrast, spend less than 30 minutes outdoors daily.
With mobile devices increasingly preferred for children’s entertainment, education and even interaction, screen time is expected to continue rising at the expense of time spent outdoors, said MullenLowe.
The campaign imagery looks to offer a sobering take on what it looks like to spend a lifetime in front of screens, only for regret to set in when it’s too late.
“It’s a simple yet powerful reminder to not be so preoccupied with electronic devices when you should be enjoying a little more time outside, while you’re physically able,” explained Daniel Kee, Executive Creative Director at MullenLowe Singapore.
“It may feel like the outdoors can wait, but the truth is, the time we have to experience it is finite,” said Meila Putri Handayani, Head of Homecare ID & DiG SEAA Innovation, Unilever Asia. “We want to encourage people to start putting their devices aside and go out to experience all the outdoors has to offer. It’s a simple choice that can make a huge difference to a life fully lived.”
