Unilever’s Breeze is encouraging Singaporean parents to put aside their children’s electronic devices and head for the outdoors.
The laundry detergent brand created a campaign with the tagline ‘Get out before it’s too late’ after recent studies found that Singaporean children spend about five hours a day online and only spent less than 30 minutes outdoors daily. This is in line with its brand slogan ‘Dirt is Good’.
The campaign, created by MullenLowe Singapore, features sobering pictures that shows how increased screen time can be detrimental to humans in the long run.
The brand hopes this will bring more awareness to parents and help them understand that as mobile devices increasingly becoming their children’s entertainment, education and even interaction, screen time is expected to continue rising at the expense of time spent outdoors.