Breeze encourages less screen time for children in new campaign

Unilever’s Breeze laundry detergent has collaborated with MullenLowe Singapore to launch a campaign, to encourage Singaporean parents to swap their children’s electronic devices for the outdoors. According to a press statement, recent studies show 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 study said. For years, Breeze has been on the move to encourage families all over the world to go outdoors and play. Not just with its slogan, "Dirt is Good", Breeze has also offered the "reassurance of engaging wholeheartedly in outdoor exploration without the fear of dirt and stains" through its products. This new ad by Breeze and MullenLowe Singapore takes consumers on a journey through what it is like to spend a lifetime in front of screens, only for regret to set in when it’s too late. The campaign will run until 8 May on print, OOH placements, and social media. Daniel Kee, executive creative director at MullenLowe Singapore said this ad is a "simple, yet powerful" reminder to not be so preoccupied with electronic devices when the genera public should be enjoying a little more time outside, while physically able. Meila Putri Handayani, head of Homecare ID and DiG SEAA Innovation, Unilever Asia said the company aims to encourage people to start putting their devices aside and go out to experience all the outdoors has to offer. “It may feel like the outdoors can wait, but the truth is, the time we have to experience it is finite. It’s a simple choice that can make a huge difference to a life fully lived," she added.