Breeze's Sobering Print Campaign Aims to Reduce Screen Time among Children

Unilever’s Breeze laundry detergent has collaborated with MullenLowe Singapore to launch a campaign encouraging Singaporean parents to swap their children’s electronic devices for the outdoors. Recent studies have found that Singaporean children spend about five hours a day online and in contrast, spend less than 30 minutes outdoors daily. 

As mobile devices are increasingly preferred for children’s entertainment, education and even interaction, screen time is expected to continue rising at the expense of time spent outdoors. The campaign by Breeze and MullenLowe Singapore presents 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. 

Meila Putri Handayani, head of homecare ID and DiG SEAA innovation, Unilever Asia commented, “It may feel like the outdoors can wait, but the truth is, the time we have to experience it is finite. 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.” 

The campaign runs from April 11 till May 8 on print, wide-format OOH placements, and on social media.