Unilever’s Breeze is encouraging Singaporean parents to put aside their children’s electronic devices and bring them outdoors.
The laundry detergent brand created a campaign with the tagline ‘Get out before its too late’ after recent studies found that Singaporean children spend about five hours a day online and only spend less than 30 minutes outdoors. This is in line with its brand slogan ‘Dirt is Good’.
The campaign, created by MullenLowe Singapore, features sobering pictures that show 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.
“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, the head of home care for Indonesia and Dirt is Good South East Asia and Australasia Innovation at Unilever.
“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.”
